Store Brands

NOV 2016

Store Brands delivers unprecedented strategic and tactical information needed by retail executives to develop and support compelling, differentiated store brand programs to build customer loyalty.

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Page 36 of 245 / November 2016 / Store Brands 3 5 Best new store brand ALDI Inc. LITTLE JOURNEY BABY PRODUCT LINE T he past summer brought with it a major launch from ALDI Inc., Batavia, Ill. The limited- assortment retailer introduced a new private brand — Little Journey — dedicated to baby care products. The brand covers diapers and training pants in multiple sizes, baby wipes, four infant formulas and a toddler formula, and infant-to-toddler snacks — retailing at prices that are up to 50 percent less than those of comparable national brand products. According to ALDI, all of the products were tested to ensure they meet the retailer's high quality standards. And many products in the line carry the "Parent Test Parent Approved" seal of approval. Even more impressive, perhaps, are the reviews for the brand — especially the brand's diapers — that parents have posted online. "On baby number two now, and ALDI Little Journey diapers so far are the lightest but best protecting diapers I've run across," stated Paul King on his "TheITBaby" blog. "The ALDI diaper is almost spot on with my analysis of a Huggies diaper, but they seem slightly more flexible, which is great," wrote Katie Kuceyeski on her BurritoBuzz blog. "They are super absorbent and have no strange perfume smells." ALDI even got charitable for the launch, pledging ORGANIC CACAO POWDER

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