Safeway Adopts “Mother Knows Best” Mentality

May 30, 2008

Lately, we’ve been very excited to notice others realizing and harnessing the power of word of mom.

Safeway LogoRecently, Safeway, a California-based grocer, announced the launch of its new line of store-brand baby products called “mom to mom.”  Based on mommy guidance and insight about what moms value most in baby-care products, Safeway rolled out an 80-item line that includes diapers, baby wipes, toiletries, lotions and infant formula.

The “mom to mom” product line was created after research conducted by Safeway revealed important characteristics of the baby products mothers looked for and valued – gentleness and ease-of-use.  As a result, these key attributes were integrated into Safeway’s product research and development, eventually “giving birth” to the new “mom to mom” product line, which includes items such as hypoallergenic baby wipes and wide-bottom baby wash and lotion bottoms to prevent tipping and spilling.

An added interactive element found on Safeway store displays includes parenting tips from fellow mothers, such as:

Read to your little one every day.  It’s great bonding, and it will help prepare him for school.

One thing’s for certain: the “Mother Knows Best” motto is still the final authority in childcare.

Have you noticed any other ways people are tapping into mommy resources?  Let us know!


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