Supermarket Tesco has launched a new brand of baby and toddler products, it was announced today.
New brand Tesco Loves Baby was launched today in stores across the UK and features new and rebranded products for children up to the age of three, including such essentials as nappies, wipes, toiletries and feeding and weaning accessories.
It will compete with struggling specialist retailer Mothercare, which has reduced its sales losses since embarking on a new ‘transformation and growth plan’ last May, as well as with Kiddicare, acquired by rival supermarket Morrisons in February 2011.
Commenting on the launch, Lorna Dickinson, Category Buying Manager for Baby, said: “To help ensure mums and dads have products that meet their baby or toddler’s daily needs, we’ve spoken to parents across the country and developed an innovative range for every age and stage at great value prices.
“Our improved Tesco Loves Baby range of baby and toddler essentials has been created by experts to help parents care for their babies and toddlers as they grow.”
Alongside the brand launch, Tesco has also redesigned its Baby Club website, providing expert advice, competitions and deals to parents of babies and toddlers, and has pledged to support baby charity Bliss.
Bliss’s Family Support Helpline, which Tesco donations will fund, gives support and guidance to the parents of premature and sick babies across the UK.
Andy Cole, Bliss CEO, commented: “We are thrilled that Tesco Loves Baby is funding our helpline, which supports parents of premature and sick babies when they need it most.
“This generous donation will mean that we can continue our vital work helping families through what is a traumatic and stressful time in their lives.”
Tesco has worked hard to strengthen its non-food product offering in recent months following a disappointing 2012 which saw the grocer downgraded by Standard & Poor’s amid falling sales, though last week the supermarket announced a total UK sales rise of 4.3 per cent over the festive season.