You are here
Safeway Inc. this weekend gave birth to “mom to mom,” a new line of store-brand baby products developed with the input and guidance of real moms, based on what they need and want most in products to care for their babies.
The mom to mom family of products features more than 80 items, including diapers, baby wipes, toiletries, lotions, and infant formula.
Safeway’s research revealed that gentleness and ease-of-use were two key attributes mothers looked for in baby products, so the chain incorporated them into its product R&D. For example, mom to mom baby wipes are hypoallergenic; and come in a flip-top package with a wide dispenser developed for access with one hand during diaper changing or feeding. Toiletry items such as baby wash and baby lotion are in wide-bottom bottles to avoid tipping and spilling.
Along with the new products, the program incorporates parenting tips from experienced moms on store displays and shelf talkers. One such tip: “Read to your little one every day, it’s great bonding time, and it will help prepare her for school.”
Safeway operates 1,740 stores in the United States and Canada, under the banners Safeway, Vons, Pavilions, Dominick’s, Carrs, Randalls, Tom Thumb, Genuardi’s, and Pak ‘N Save.