Navarro Discount Pharmacy unveils private-label line at PLMA show

Vida Mia line launch announced in April

MIAMI — Navarro Discount Pharmacy, a Hispanic-owned pharmacy retailer and an MBF Healthcare portfolio company, unveiled its private-label line, Vida Mia, at the Private Label Manufacturers Association Annual Trade Show in Chicago.

Navarro participated in the Latino Markets section of the show, displaying the new Hispanic-oriented store brand products from retailers. The 2011 theme of the show, which ran from Nov. 13 to 15, was "It’s a Store Brands World."

As reported by Drug Store News in April, the Vida Mia (“my life”) line features bilingual packaging. Magellan Distribution Solutions, a wholesale and export company that is a wholly owned subsidiary of Navarro, launched the line.

Vida Mia is the first brand in the United States targeting Hispanics across a wide range of categories, including over-the-counter medicines, household, beauty, food, body and baby. With more than 300 SKUs, Vida Mia will roll out soon to all 30 Navarro Discount Pharmacy store locations in Miami, online at and on a wholesale basis to retailers in Latino markets in the United States, such as Texas and California, plus Latin America. Navarro will offer the Vida Mia label as a license program to other retailers around the country who have a strong Hispanic customer base.

“Having a solely Hispanic focused brand such as Vida Mia with bilingual product packaging will allow us to better cater to our market, which lacks culturally relevant products which appeal to this growing and diverse population.  We will also continue satisfying our loyal customer base, who were instrumental in developing this brand and come to Navarro for both value and quality,” Navarro Discount Pharmacy CEO Juan Ortiz said. “We have also received strong interest to date from retailers in Texas, California and Latin America, with strong Hispanic customer bases who wish to buy the Vida Mia products on a wholesale basis.”

Navarro’s marketing campaign for the launch of the Vida Mia brand includes in-store product sampling and coupon offers.

The Vida Mia product categories include:

  • Mi Casa (home) – Household and kitchen items such as bleach, batteries, appliances, coffee cups and paper goods;

  • Mi Cuerpo (body) – Soap, shampoo and lotions;

  • Mi Salud (health) - OTC items and equipment such as blood pressure and glucose monitors;

  • Mi Bebe (baby) – Diapers and baby items;

  • Mi Belleza (beauty) – Makeup, nail polish and beauty accessories; and

  • Mi Sabor (taste) - Coffee, plantain chips, cookies, rice, sugar and other food.

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