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Aldi to introduce Little Journey baby line

Aldi will introduce its first full line of baby products, called Little Journey, this August. The line will encompass 50 baby products including formula, organic pouches, diapers, training pants, wipes and baby wash.

“Our Aldi customers spoke, and we listened,” said Liz Ruggles, director of marketing for Aldi, in a statement. "The Little Journey product line is another way we’re using our shoppers’ feedback to make grocery shopping as simple and convenient as possible. With Little Journey we’re able to better support and grow with our shoppers and their families — from those first smiles to the first day of preschool and beyond.”


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Aldi is commemorating the launch with a photo contest to find the face of Little Journey, to be used online and in in-store marketing materials. From now until June 22, shoppers can upload a photo of their child — age newborn to 24 months — to From June 22-29, fans of Aldi USA on Facebook will be invited to help choose 10 finalists by voting for their favorite submission. From the 10 front runners, a panel of Aldi judges will choose the baby whose photo best meets the brand criteria.

In addition to becoming the face of the line, the contest winner will receive $500 in baby products from the Little Journey line and a $30,000 cash prize to help support their journey towards higher education. The nine finalists will also each be awarded a prize of $100 in baby products from the Little Journey line.

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