One such opportunity was the development of Highview private-label products. Since 1980, the company had aggressively developed a line of products carrying the Highview name. Currently, Highview stocked over 200 different private-label products. Highview was proud of its ability to bring a product to its shelves that was comparable in quality to the national brands, but offered at least a 25 percent price savings to the consumer. The company was able to sell at a better price than the national brands because it was buying directly from the manufacturer and its advertising expenditures were significantly lower. Examples of successful products included Highview Acetaminophen Tablets and Highview Vitamin Supplements