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Supervalu Upgrades Diaper Line

February 4, 2010

Training pants will roll out this spring.

Major U.S. grocery retailer Supervalu has developed new and improved Baby Basics diapers, offering better leak protection, improved fit and a comfier, extra-soft interior—all at noticeably better pricing and comparable performance than the national diaper brands. The Baby Basics diapers are available nationwide at the company’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.

“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.”

Baby Basics new and improved diapers come at a time when nearly half of consumers are buying store brands in categories, such as diapers, where they previously only purchased national brands, according to a December 2009 study conducted by GfK Roper for the Private Label Manufacturers Association.

Research also shows that moms continue to find themselves assuming primary responsibility for the bulk of household chores and childcare activities and are looking for ways to save what little time they have. With Baby Basics, moms can now do all of their shopping at one of Supervalue’s family of stores and be assured of good value.

Baby Basics diapers offer several new features from top to bottom, all designed to make babies and their moms happier. The diaper's new ultra-absorbent inner core and soft, stretchy leg cuffs help provide better leak protection. In addition, the new contoured shape and high-stretch side panels allow for greater flexibility as the baby moves. The hypoallergenic inner liner is treated with vitamin E and aloe to protect the baby's skin, while the extra-soft outer layer is designed to provide additional comfort.

This spring, the Baby Basics brand will introduce a new and improved national-brand-equivalent training pant. The new Baby Basics training pants will feature re-closeable sides for an adjustable fit and easy changes, offering performance comparable to national brands.

The absorbent protection is customized for the different needs of boys and girls and new fun designs look like real underwear. To help with potty training, prominent wetness indicators will let kids more easily track their own success.

“With the Baby Basics brand, we're not only making diapering and potty training easier, but we're also helping moms stay on budget and hopefully, add a little more sanity to their lives,” Ms. Parsons added.