Safeway Unveils New Family of Baby Products Developed for Moms by Moms

PLEASANTON, Calif.--(BUSINESS WIRE)--Just in time for Mother’s Day, Safeway Inc. (NYSE:SWY) announced today the launch of mom to mom™, a new line of baby products developed with the input and guidance of real moms based on what they need and want most in products to care for their babies.

The mom to mom™ family of products includes over 80 items, including diapers, baby wipes, toiletries, lotions and even infant formula developed from a mother’s point of view.

“The mom to mom™ line reflects the truth of the adage “Mother Knows Best,” said James White, Senior Vice President of Consumer Brands. “On Mother’s Day, we are introducing great products that not only meet the needs of moms and their babies, but exceed them.”

The importance of gentleness and ease-of-use were key take-aways from the research with mothers. For example, mom to mom™ baby wipes are hypoallergenic and come in a flip-top package with a wide dispenser, making them easy to access with one hand during diaper changing or feeding. Toiletry items such as baby wash and baby lotion are in wide-bottom bottles to avoid tipping and spilling.

Along with the input that helped develop the line, parenting tips from experienced moms will be used on store displays and shelf talkers near the mom to mom™ products. Tips include “Read to your little one every day. It’s great bonding time, and it will help prepare her for school.”

The “due date” for mom to mom™ products to be in stores is Mother’s Day, May 11. All products will be sold exclusively at the Safeway family of stores, including Vons, Pavilions, Dominick’s, Carrs, Randalls, Tom Thumb, Genuardi’s and Pak ‘N Save.

Additional information is available at www.Safeway.com/momtomom

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Safeway Inc. is a Fortune 100 company and one of the largest food and drug retailers in North America based on sales. The company operates 1,740 stores in the United States and Canada. The company's common stock is traded on the New York Stock Exchange under the symbol SWY.