EAST SETAUKET, N.Y. -- Baby products get a grown-up presentation at Wild by Nature, a new all-natural-goods supermarket here.
The section, located at one end of a gondola in the grocery department, features four tiers of racks cradling jars of Earth's Best natural baby food. The racks are set at an angle, which provides easy access to the products plus prominent display of the jars. Dividers within the racks separate the different baby food flavors.
When SN visited the 18,000-square-foot store last month, point-of-sale signs posted at the racks advertised 6-ounce jars for 99 cents and 4-ounce jars for 59 cents.
"In terms of the way items are displayed, we want the products to really stand out," said Bruce Perlstein, a founder and developer of Wild by Nature. "We want people to study the products."
On a shelf beneath the racks of baby food are Tushies disposable diapers, which are made of natural-blend cotton. The diapers come in 24-, 36- and 48-count boxes as well as in various weight sizes.
Two brands of baby wipes are displayed on shelves next to the baby food: Tushies hypoallergenic, alcohol-free wipes and Seventh Generation hypoallergenic wipes with aloe vera. Refill packs for both brands are located directly above the standard containers.
Other baby products in the section include oatmeal baby cereal, baby muesli, ice cream cones, cookies for toddlers, biscuits for teethers, and brown-rice and mixed-grain baby cereal. An independently operated subsidiary of King Kullen, Westbury, N.Y., Wild by Nature is slated to open its second store this September in Huntington, N.Y.
