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Aldi Enters Baby Care with Little Journey

Aldi has introduced in all of its U.S. stores Little Journey, a brand of nearly 50 affordably priced everyday essentials parents parents need during their child’s first years through preschool and beyond.

The brand’s changing and cleaning essentials include gentle cleansing wipes, diapers in six sizes and training pants for toddlers. Food offerings range from four types of powdered infant formulas (including sensitive and soy-based) and one toddler formula to such infant-to-toddler snacks as organic puree pouches, baked whole-grain corn snacks, yogurt bites and more.

To develop the brand, Aldi worked with Chicago-based design firm Equator – an Aldi partner for eight years – which designed the brand’s architecture, logo and wider package design to express happiness and health. The logo is intended to be simple and communicate feelings of taking a child on a journey rooted in good choices. Food products feature images of wholesome ingredients, and bright, warm colors and watercolor-illustrated animals common in a nursery playroom are featured to draw attention on shelves. 

The final watercolor-illustrated design tested “very strongly” with moms on numerous occasions, said Nina Butchoko, director of corporate buying, Aldi.

Added Jen Gaeto, Equator creative director: “This involved a meticulous evaluation of the product information hierarchy to drive engagement, coupled with well-conceived design work to ensure that buyers would find the right product instantly.”

To support the launch, Aldi pledged a $100,000 donation to the March of Dimes in support of its Give Them Tomorrow campaign, dedicated to improving the health and wellness of moms and babies through healthy pregnancy and prenatal care programs. Additionally, it gave $200,000 in changing essentials to Feeding America member food banks nationwide, and $50,000 to the organization to support hunger-relief efforts.

A multifaceted marketing campaign featuring TV and radio spots, as well as online banner ads, will promote the launch, as will the Little Journey Little Ones Rest Stop, a mobile pop-up changing and feeding station that will visit festivals, celebrations and events nationwide through November. Parents visiting the station will enjoy free product samples and a safe, clean place to change and feed their little ones.

Based in Batavia, Ill., Aldi operates more than 1,500 US stores in 34 states.

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