SUPERVALU’S New & Improved Baby Basics® Diapers Offer Benefits from Top to ''Bottom''

After changing an average of 2,000 to 3,000 diapers each year before their child is toilet-trained, it’s no wonder that moms are experts when it comes to handling fussy babies and leaky, smelly diapers.¹ Now, SUPERVALU^® (NYSE: SVU) provides a solution to the dirty diaper dilemma with its new and improved Baby Basics^® diapers, offering better leak protection, improved fit and a comfier, extra-soft interior — all at noticeably better pricing than the national diaper brands and comparable performance to Pampers^® Cruisers^® and Huggies^® Little Snugglers™ or Little Movers™. The Baby Basics diapers are available nationwide at the company’s family of grocery stores, including Acme^®, Albertsons^®, bigg’s^®, Cub Foods^®, Farm Fresh^®, Hornbacher’s^®, Jewel-Osco^®, Shaw’s/Star Market™, Shop ‘n Save^®, and Shoppers Food & Pharmacy^®.

"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. "With so many families trying to make smart decisions in this economy, we believe that they will appreciate not only the cost-savings that the Baby Basics brand provides, but also the convenience of shopping for all of their baby essentials at their neighborhood grocery store. Our new Baby Basics diapers are further evidence of our commitment to providing our shoppers with the quality and value they are seeking.”

Baby Basics new and improved diapers come at a time when nearly half (46 percent) of consumers are buying store brands in categories, such as diapers, where they previously only purchased national brands according to a December 2009 study conducted by GfK Roper for the Private Label Manufacturers Association.²

Research also shows that moms continue to find themselves assuming primary responsibility for the bulk of household chores and child-care activities,³ and are looking for ways to save what little time they have. With Baby Basics, moms can now do all of their shopping at one of SUPERVALU’s family of stores and be assured of good value.

Baby Basics diapers: a change for the better
Baby Basics diapers offer several new features from top to bottom, all designed to make babies and their moms happier. The diaper’s new ultra-absorbent inner core and soft, stretchy leg cuffs help provide better leak protection.

In addition, 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, while the extra-soft outer layer is designed to provide additional comfort.

Coming soon: Baby Basics re-closable training pants
This spring, the Baby Basics brand will introduce a new and improved national-brand-equivalent training pant. The new Baby Basics training pants will feature re-closeable sides for an adjustable fit and easy changes, offering performance comparable to Huggies^® Pull-Ups^®.

The absorbent protection is customized for the different needs of boys and girls, and new fun designs look like real underwear. To help with potty training, prominent wetness indicators will let kids more easily track their own success.

"With the Baby Basics brand, we’re not only making diapering and potty training easier, but we’re also helping moms stay on budget and hopefully, add a little more sanity to their lives,” Parsons added.

About Baby Basics
Baby Basics is one of SUPERVALU’s private-label brands, which include Wild Harvest^®, Culinary Circle^®, Stockman & Dakota^®, Stone Ridge Creamery^®, Java Delight^®, Homelife^®, Equaline^® and Shoppers Value^®. The Baby Basics line features diapers, training pants, formula and personal care products for babies and toddlers. Baby Basics^® diapers are not manufactured or distributed by either The Procter & Gamble Company, owner of the Pampers^® and Cruisers^® trademarks, or by Kimberly-Clark Worldwide, Inc., owner of the Huggies^®, Little Snugglers™ and Little Movers™ trademarks. Baby Basics training pants are not manufactured or distributed by Kimberly-Clark Worldwide, Inc., owner of the Huggies^® and Pull-Ups^® trademarks. For more information about Baby Basics products, visit www.babybasicsclub.com or call 1-877-932-7948.

About SUPERVALU INC.
SUPERVALU INC. is one of the largest companies in the U.S. grocery channel with estimated annual sales of $41 billion. SUPERVALU serves customers across the United States through a network of approximately 4,290 stores composed of approximately 1,200 traditional and premium stores, including 850 in-store pharmacies; 1,180 hard discount Save-A-Lot stores, of which 860 are operated by licensee owners; and 1,910 independent stores serviced primarily by the company's traditional food distribution business. SUPERVALU has approximately 170,000 employees. For more information about SUPERVALU, visit www.supervalu.com.

Sources:
¹ http://www.healthsystem.virginia.edu/uvahealth/peds_newborn/diprrash.cfm
² Private Label Manufacturers Association study by GfK/Roper conducted Dec. 11-13, 2009, by telephone among 1,000 U.S. adults (500 male, 500 female)
³ Advertising Age Whitepaper, "The New Female Consumer: The Rise of the Real Mom,” Advertising Age and JWT Survey, Nov. 16, 2009, AdAge.com/whitepapers