Kroger Relaunches Baby Line

CAROL ANGRISANI

CINCINNATI — Kroger has relaunched its 10-year-old Comforts-brand baby care line with a strong emphasis on quality and value. All items in the line — which includes diapers, wipes and formula — are now identified by a yellow firefly logo prominently featured on all packaging.

“We wanted to give the line a fresh look for customers and emphasize the quality and value the line offers shoppers — all at a good price,” Kroger spokeswoman Meghan Glynn told SN.

Kroger details the line in a special section on the Kroger website. “Wherever you find the Comforts-brand firefly, you’ll find quality products for your baby or toddler always perfectly priced for you,” the website reads.

The relaunch comes at a time when private-label baby lines are getting more retail attention. Last year, Safeway introduced Mom to Mom with input from real moms. The line launched on Mother's Day 2008 with 80 products, including diapers, baby wipes, toiletries and formula.

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