A&P’s Live Better Baby Club Celebrates One-Year Anniversary with Improved Diapers

New America’s Choice diapers offer enhanced quality at a lower price point

MONTVALE, NJ – July 18, 2012 – The Great Atlantic and Pacific Tea Company, Inc. (A&P) announced that it has improved its line of America’s Choice diapers to be more comfortable and leak-resistant. The announcement comes as the Company marks the one-year anniversary of its Live Better Baby Club, which offers member-only discounts on baby products and other helpful resources for parents.

The improved quality of the diapers is comparable to national brands at a lower cost to customers. New features include an ultra-soft touch, enhanced leak protection, a super-soft accordion stretch fastener, and a better-fit stretch waist and contoured shape.

“We’re excited about the enhancements we’ve made to our diaper products,” says Ajay Kanwar, A&P’s Vice President of Own Brands. “America’s Choice Diapers offer our customers all of the benefits of the national brands at a much better value.”

“I was able to try out the new America’s Choice Diapers and was really impressed with the way they fit my baby,” says Mira Park, a blogger on the Live Better Baby website. “I think this is due to the new accordion-stretch waist, which allowed for a better, more snug fit and improved leakage protection.”

Members of the Live Better Baby Club can receive 10 percent off the purchase of America’s Choice diapers, as well as all other baby products. The club also offers electronic coupons, free pre-natal vitamins, and free children’s prescription vitamins through the Live Better Prescription Plan.

“Last year we launched the Live Better Baby Club to meet the needs of our customers with young children,” says Tom O’Boyle, Executive Vice President of Merchandising and Marketing. “The club offers unsurpassed value for the families that shop in our stores.”

Customers can sign up for the free Live Better Baby club online at www.livebetterbaby.net or by visiting the Customer Service desk at any store. The website also hosts a Mommy Blog with everyday childcare tips and a pregnancy nutrition blog by A&P’s Registered Dietitian Jacqueline Gomes.

The full line of America’s Choice and Live Better baby products can be found in all A&P, Pathmark, Superfresh, Waldbaum's and The Food Emporium stores.

About A&P
Founded in 1859, A&P is one of the nation's first supermarket chains. The company operates more than 300 stores in six states under the following trade names: A&P, Best Cellars, Food Basics, The Food Emporium, Pathmark, Superfresh and Waldbaum's.

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