CINCINNATI -- Procter & Gamble Co. here will lower the price of its diaper brands. t, P&G's public affairs manager, told SN. Stewart said the reduction in the Luvs price would restore the brand to a midtier price position -- which was the initial reasoning behind the company's last Luvs price reduction, in May 1993. Since then, however, jockeying for market share among competitors in the diaper category had edged Luvs toward the higher end of the pricing spectrum.

REGISTER TO VIEW THIS ARTICLE - Register for a Free Account

Why Register for FREE?

Salary Survey 2015

Registering for content on Supermarket News will give you INSTANT access to invaluable articles and media content that industry professionals rely on. You will have access to our special reports, feature articles, and industry analysis. It’s FREE, easy and quick.  What are you waiting for! In addition you will also receive complimentary access to the SN salary survey data tables.

Click here to read the FAQ page if you have any questions (opens in a new window)

Attention Paid Print Subscribers:  While you have already been granted free access to SN we ask that you register now. We promise it will only take a few minutes! Or visit your profile and add your print magazine account number and zip code.

Already registered? here.