Kroger's Comforts Expands Line, Launches Contest

Press enter to search
Close search
Open Menu

Kroger's Comforts Expands Line, Launches Contest

To promote the expansion of its product lineup, Kroger’s exclusive Comforts brand of baby and toddler items is inviting parents to enter a contest for the chance to win a $10,000 scholarship for their little one’s college fund.

"In today's tough economic times, trimming just a few dollars off the products parents buy and use every day for their children can make a big difference," said Mike Donnelly, president of Kroger’s division Ralphs. "Getting a jump on future costs, such as a college education, is smart too. That's why Comforts is offering this special contest to celebrate its new launch."

The Comforts product line and packaging have been overhauled, and each package now bears the brand's new symbol: a happy yellow firefly. The contest involves coming up with a new name for the cheerful mascot. The funds awarded to the winner will be placed in a college savings plan or 529 plans.

Parents can enter the contest through July 31, 2009. Name submissions will be judged by the following criteria: most inventive, appropriateness to the campaign theme and most compelling. An independent judging organization will rate the submissions. Entrants must be at least 18 years old and have a child under the age of two years at entry date. Full contest rules are available at

The Comforts product line includes infant formula, toddler snacks and juices, diapers and wipes, shampoo and skin care products, in addition to bottles, pacifiers, spoons and bowls. Among the recently introduced products are finger foods, cereal bars, probiotic formula and sensitive-skin baby wipes for sensitive skin. According to Kroger, the savings between Comforts and other premium brands can be as much as 30 percent, depending on the product and any special promotions.