Safeway Extends ‘Mom to Mom’ Line to Kids

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 pants, the line includes wipes, infant formula, toiletries and lotions. Safeway is promoting several items in its weekly circular, including diapers, jumbo size, $6.99; wipes, 240-count, $5.99; formula, 25 ounces, 13.99; and pediatric drink, 6 to 8 ounces, $9.99. All items contain mom testimonials on the package. For instance, a box of supreme diapers containing about 72 diapers and selling for $15.99, reads, “Now that he is toddling around, I appreciate the fit more than ever.”

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