PLEASANTON, Calif. — Safeway has created a sub-brand for one of its new “mom to mom” private-label items. Kiddie Ups is the name it gives training pants. A package of 26 pants sells for $8.99. On the front of the page is a testimonial from an actual mom: “She loves the cartoons on her Kiddie Ups — and that makes training a whole lot easier.” Introduced in May, “mom to mom” is an 80-item private-label line of baby products developed with input from real moms. Along with diapers and training ...

REGISTER TO VIEW THIS ARTICLE - Register for a Free Account

Why Register for FREE?

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 a complimentary copy of SN's salary survey sent to you by email.
 

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.