Nice! Instant White Rice

Nice! is a prominent private label brand developed specifically for Walgreens, one of the largest pharmacy store chains in the United States. Launched in 2011 to replace several older store brands, Nice! was designed to provide a cohesive and simplified shopping experience by offering high-quality essentials—ranging from snacks and beverages to grocery staples like instant rice—at competitive price points.

The brand's instant white rice is typically sourced as a private label product, often manufactured within the United States using enriched precooked long-grain rice. As a store brand, it is exclusive to Walgreens and Duane Reade locations. The brand is managed under the corporate umbrella of Walgreens Boots Alliance, a global leader in retail and wholesale pharmacy, which oversees the distribution and quality standards of the products to ensure they meet consumer expectations for value-driven pantry staples.