North of England supermarket chain Booths is to delist several leading baby food and babycare brands as it focuses on smaller supplies it sees as more local or eco-friendly, reports The Grocer.
Heinz and organic baby food brand Hipp are both casualties of Booth’s category reset (each has seen its wet and dry SKUs removed). Taking their place are new players Piccolo – with its pledge of “always organic” – and UK ingredients-sourced Babease, which join Ella’s Kitchen in Booths’ baby food fixture. Another new addition is baby milk brand Kendamil, which uses milk from Cumbrian cows.
The nappy aisle also gets a shake-up as part of the upscale supermarket’s ‘Better for me and my family, and better for where I live’ baby products strategy. In comes eco-nappy specialist Naty, while Pampers and Huggies must get used to a new ‘secondary’ role in many stores.