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Reuters reports that Walgreen is bring out a new private brand line under the name of Ology, saying it will have no harmful chemicals.

According to the story, the "first 24 baby and personal care products, cleaners, paper products and compact fluorescent light bulbs ... will hit its more than 7,900 drugstores this week ... The company is hoping to tap into a consumer trend toward products that are safe and free of harmful chemicals, Maurice Alkemade, Walgreen's group vice president of retail brands and global sourcing, said in an interview."

The story says that Walgreen expects to double the line by another 24 items next spring.
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