Safeway Leverages Real Mom Expertise With New Baby Line

Safeway consulted with real moms when developing “mom to mom,” an 80-item private-label line of baby products that hit store shelves yesterday.

PLEASANTON, Calif. — Safeway here consulted with real moms when developing “mom to mom,” an 80-item private-label line of baby products that hit store shelves yesterday. Diapers, hypoallergenic baby wipes, infant formula, toiletries and lotions packaged in wide-bottom bottles to prevent spillage, are among the new arrivals. Ease-of-use and the importance of gentleness were key insights gleaned from the retailer’s research. “The mom to mom line reflects the truth of the adage, “Mother Knows Best,” said James White, senior vice president of consumer brands for the chain, in a statement. Store displays and shelf talkers will help to enhance the new line’s brand messaging by featuring parenting tips such as “Read to your little one everyday. It’s great bonding time and will help prepare her for school.”

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