Dollar General Rolls Out New Baby Private Label

Cyndi Loza
Associate Editor, Path to Purchase Institute
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Dollar General is shining a spotlight on a new private label brand of premium baby SKUs. 

Gentle Steps recently rolled out to Dollar General stores and, and comprises diapers and wipes. The line boasts diapers made with hypoallergenic liners infused with vitamin E and aloe, a breathable outer cover, and stretchable side panels, while Gentle Steps wipes are presented as dermatologically tested, hypoallergenic and free of alcohol.

A feature in the retailer's Aug. 18 circular plugged the new diapers, communicating that the SKUs are a great value and have excellent leak protection, outstanding absorbency and luxurious softness. The feature also dangles $3 in instant savings with purchase of $12 worth of the brand's diapers and wipes. In stores, shelf tags tout the offer, which runs from Aug. 18 through Sept. 21 and also extends to private label DG Baby SKUs. 

On, Gentle Steps gets the spotlight via a carousel ad and a promotional page, which positions the brand's diapers as being equal or even better than diapers from Kimberly-Clark's Huggies Snug & Dry, as well as Procter & Gamble's Pampers Baby Dry and Luvs, noting the national brands do not have diapers with a hypoallergenic liner containing vitamin E and aloe. 

It is unclear if Gentle Steps diapers and wipes will replace DG Baby diapers and wipes and private label DG Kids training and overnight pants. Dollar General did not respond to inquiries regarding the launch.

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