In tandem with consumers’ increased interest in store brands across many key categories, Supervalu has rolled out a new line of Baby Basics diapers that joins its other signature house brands, which include Wild Harvest, Culinary Circle, Stockman & Dakota, Stone Ridge Creamery, Java Delight, Homelife, Equaline and Shoppers Value.

Featuring diapers, training pants, formula and personal care products for babies and toddlers, the Minneapolis-based retailer’s Baby Basics line is said to offer “comparable performance, leak protection, improved fit and a comfier, extra-soft interior … at noticeably better pricing than the national diaper brands.”

Available nationwide at Supervalu’s family of grocery stores, including Acme, Albertsons, bigg’s, Cub Foods, Farm Fresh, Hornbacher’s, Jewel-Osco, Shaw’s/Star Market, Shop ’n Save, and Shoppers Food & Pharmacy, the line will be further enhanced this spring with a new and improved national-brand-equivalent training pant.

“Our new and improved Baby Basics diapers have shown in third-party testing that they offer the same quality and performance as national brands, but at a noticeably lower cost,” said Kristin Parsons, Baby Basics brand manager. “With so many families trying to make smart decisions in this economy, we believe that they will appreciate not only the cost-savings that the Baby Basics brand provides, but also the convenience of shopping for all of their baby essentials at their neighborhood grocery store. Our new Baby Basics diapers are further evidence of our commitment to providing our shoppers with the quality and value they are seeking.”