Pathmark Launches New Baby Brand

Pathmark has improved and re-branded its private-label diapers under the name "Lulla-Bees."

CARTERET, N.J. — Pathmark here has improved and re-branded its private-label diapers under the name "Lulla-Bees." Featuring "advanced leakage protection," the diapers are currently on special for $4.99 for a convenience size of 18 to 28 count, depending on the size. "Our Pathmark-brand diapers have a new name and look," Pathmark's weekly circular reads. The move comes at a time when one of Pathmark's competitors, Waldbaum's, has rebranded its baby-product line. Diapers, wipes and select accessories are now sold under the name "Simply Kids." Waldbaum's is a retail banner of A&P, Montvale, N.J.

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