Supervalu Improves Baby Basics Diapers

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February 9, 2010

Minneapolis-based Supervalu unveiled its new and improved Baby Basics store brand diapers that offer better leak protection, improved fit and a more comfortable extra-soft interior.

The new contoured shape and high-stretch side panels allow for greater flexibility as the baby moves; the hypoallergenic inner liner is treated with vitamin E and aloe to protect the baby's skin, and the extra-soft outer layer is designed to provide additional comfort, according to a company statement.

"Our new and improved Baby Basics diapers have shown in third-party testing that they offer the same quality and performance as national brands, but at a noticeably lower cost," said Kristin Parsons, Baby Basics brand manager.

Baby Basics diapers are available nationwide at all of the company's 4,290 stores including Albertsons, bigg's, Cub Foods, Hornbacher's, Jewel-Osco and Shaw’s.

Baby Basics re-closable training pants customized for the different needs of boys and girls are coming this spring, according to a company statement. The Baby Basics line also includes formula and personal care products for babies and toddlers.

Other Supervalu store brands include Wild Harvest, Culinary Circle, Stockman & Dakota, Stone Ridge Creamery, Java Delight, Homelife, Equaline and Shoppers Value.

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