Private Brand Baby Basics

SUPERVALU provides a solution to the dirty diaper dilemma with its new and improved Private Brand Baby Basics, the brand will offer diapers with better leak protection, improved fit and a comfier, extra-soft interior — all at noticeably better pricing than the national brand diapers. 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 (46 percent) 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 child-care activities,3 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 SUPERVALU’s family of stores and be assured of good value.

Baby Basics diapers: a change for the better
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.

Coming soon: Baby Basics re-closable training pants
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 Huggies Pull-Ups.

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,” Parsons added.

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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.