Kroger Debuts Mom focused Private Brand Website

The Kroger Private Brand “Comforts”, a line of baby products is making it easier for moms to share their words of wisdom with others through a new website launching today. enables busy moms to access and exchange ideas online, offering a community where mothers can — between breaths — share their insights and experiences parenting newborns, infants and toddlers. The website is available in English and Spanish, with the latter designed specifically to engage Latina moms.

Guided by a whimsical cartoon firefly called “Flicker,” the website features original content from and for moms.

According to Paula Andruss, a mother of three and the site’s official “Chief Comforts Mom,” speaks to a cross-section of moms. It’s a place where they can share, support and learn from each other.

“All moms are looking for the tried and true and want to hear from others about what works and is practical and realistic,” Andruss said. “ComfortsForBaby is a place for those who have ‘been there and done that’ to share their expertise with other moms and to find community support for themselves.” Andruss will help shape the website’s editorial content, create original articles and provide insights based on her real-life experience as a busy mom.

“As a mother myself, I know what works, and I want to share as much valuable information as possible to help other moms make the most of their demanding days,” Andruss said.

Finding Comfort From Experienced Moms The website will offer advice-oriented articles, such as how to soothe a crying baby or make mealtimes more fun and nutritious. Articles focused on newborns, infants and toddlers will be updated weekly.

Another feature will focus on products. It will provide an opportunity for moms to share their feedback online with other moms. “Mothers find authentic reviews extraordinarily valuable when choosing products for their children,” Andruss said.

Take Comfort in Quality and Savings In order to help mothers find baby-related items that meet their needs, the new site offers plenty of information about Comforts, a line of quality baby products at good prices.

Value-conscious moms will regularly find digital coupons (downloadable to shoppers’ savings cards) for a range of Comforts products on the site. And by clicking “Like” on the ComfortsForBaby Facebook page, mothers will have exclusive access to participate for a chance to win in various contests, sweepstakes and promotions that will be held throughout the year.

Comforts offers products that meet a baby’s needs from day one through the toddler years. Site visitors can find details about the nutritional content of baby foods, the hygienic nature of soaps and shampoos and the safety built into such baby accessories as sippy cups, teethers and pacifiers. There also is a special section about Comforts Touch of Nature diapers, a more environmentally friendly brand of disposable diapers.

Mothers can discover, for example, that the Comforts baby formula has exactly the same nutritional content as the leading brands, but given its reduced price, it can save moms about $600 per year. also has a Spanish-language version, making Comforts the first grocery store baby brand to introduce a site especially for Latina moms.

More than a simple translation from English to Spanish, content on the site is specific to the needs and interests of this community.

“The launch of effectively harnesses our years of experience in this category to better serve the needs of our customers,” said Noel Fonseca, Comforts Brand Manager. “Our goal is that busy, experienced moms will think of us first and foremost for their children’s needs, and, complimented by Facebook and Twitter, will be valuable resources for reinforcing this brand position.” About Paula Andruss A mother of three and author of a range of articles on parenting and children, Paula Andruss is the site’s Chief Comforts Mom. See her real-life insights on everything from newborn feeding to potty training at

To learn more about Kroger’s Private Brand initiatives join me at the Private Brand Movement conference in Chicago September 19 – 21 where Susan Sanderson, Director, Corporate Brand Management, The Kroger Company will join Nancy Dumais, Director Of Branding And Design – Private Brands, Delhaize America and Eli Getson, SVP, GMM, Golfsmith in a panel discussion titled: The Future Of Owned Brands Amidst Economic Revival

In the past, private label sales spiked during a recession and quickly returned to normal levels at the first sign of an upturn. This time is different, private brands are here to stay. In this session, you’ll hear from a cross-selection of industry leaders on where they see private brands headed and how they’re adapting to the new world of consumers. Hear a frank discussion on the impact of mobile, direct to consumer, social media, retailer manufacturing and the future of national brands and store brands.

My Private Brand group members can register with the code MYPBRAND and receive 20% off the standard rates.

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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.