Liz Parker Kuhn: Can you give an overview of CVS's Well Market private label brand, focusing on snacks in particular?

Mike Wier: Well Market is a brand of crave-worthy snacks, beverages, and pantry staples found only at CVS. It offers more than 225 products designed to meet a wide variety of wellness goals and dietary needs. 

On the snacking side, Well Market satisfies all cravings, whether it’s for something crunchy, spicy, salty, chocolate, or sweet. Some of our bestsellers include our award-winning Tahitian Lime Sparkling Water, Movie Theater Butter Popcorn, Grass-Fed Beef Sticks, Jalapeño Cheddar Snack Sticks, and Raw Deluxe Mixed Nuts.   

The idea behind Well Market is simple: eating is personal, and everyone's snacking needs look different, so we built a line of products that's crafted by experts and taste-tested by food lovers to deliver both nutritional options and genuinely craveable flavor.

LPK: How does CVS test Well Market snacks with consumers before they go to market? 

MW: Well Market is at the forefront of flavor innovation in the snacking space. From consumer taste tests to collaborating closely with our suppliers, we ensure that each item in our Well Market lineup delivers on our promise of exceptional taste experiences. We devote hundreds of hours to product sampling to ensure first-hand feedback is integrated into the development process. Additionally, every product undergoes rigorous testing to substantiate claims and product quality, reaffirming our dedication to delivering products of the highest quality and integrity. 

LPK: How does the brand aim to mix nostalgic flavors with playful, unexpected formats each season? 

MW: Flavor innovation is at the center of what we do. We like to take flavors people already love and present them in unexpected formats. This fall's lineup is a great example: we paired nostalgic popping candy with Belgian chocolate inside a mini waffle cone, a combination that's been a hit with some of our younger consumers. We also brought seasonal apple cinnamon and pumpkin spice flavors to our Mini Cookies. Together, those familiar flavors and playful formats make the assortment feel fresh. 

LPK: How does CVS plan to evolve its food portfolio?

MW: We'll continue to grow and elevate Well Market through product and flavor innovation. That means expanding our range of flavors and trying out different types of products each season. Also, be on the lookout for some of the fresh ideas we incorporated into our packaging this season: convenient resealable pouches and festive haunted house cookie boxes pair with in-aisle displays to create a cohesive Halloween experience in stores.  

LPK: What new snacks is Well Market featuring for this year, and/or for late 2026 or early 2027? 

MW: This Halloween, we're rolling out a new limited-time-only lineup made for spooky season, available now nationwide on CVS.com and in CVS Pharmacy stores. It includes:

• Popping Candy Cones (Milk Chocolate & Popping Candy Waffle Cones, 4.23-oz, $5.99): a crispy waffle cone with smooth milk chocolate and fizzy popping candy, made with real Belgian chocolate.
• Milk Chocolate Cones (Milk Chocolate Waffle Cones, 4.23-oz, $5.99): creamy milk chocolate paired with a crispy waffle cone, also made with real Belgian chocolate.
• Apple Cinnamon Mini Cookies (5-oz, $5.99): real apple and cinnamon flavor, noted in consumer testing for their crunchy texture and balanced flavor.
• Pumpkin Spice Mini Cookies (5-oz, $5.99): a blend of pumpkin pie spices like cinnamon and nutmeg with real butter. 

Every item goes through consumer testing to evaluate flavor, format, and overall enjoyment before it hits shelves. It's a limited-time collection, so we'd encourage readers to grab it while it's around. Following Halloween, there will be another limited-time-only lineup for the holidays, featuring viral Dubai chocolate and classic seasonal flavors, such as peppermint. 

LPK: What's your favorite Well Market snack to enjoy? 

MW: My favorite Well Market item right now happens to be the Popping Candy Cones Halloween item featured here.  I am being told by my team that I need to let other customers buy them, though. However, I will have a new favorite item launching in April, which I am happy to circle back on when it launches. 

Related: Gopuff expands private-label lineup with seasonal treats