Safeway Extends ‘Mom to Mom’ Line to Kids

Safeway has created a sub-brand for one of its new “mom to mom” private-label items.

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 pa

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