Spar is targeting new parents with low prices on essential baby products.

The price of Pampers nappies will be benchmarked against the most competitive retailer in the area, while other brands will be closely aligned in a trial that begins next week.

The 20 trial stores will also try out Spar’s new range of baby products, which focuses on a core of nappies, milk and food. Pampers nappies for all baby weights will be stocked. 1,500 leaflets will be sent out to families within a one mile radius of each store.

The new range will allow Spar to concentrate its buying power on fewer lines, maintaining cash margins for retailers who sell the products at lower prices, it claimed.

“Birth rates are at their highest level in close to 40 years and with many mums juggling looking after children with a busy career, Spar retailers have a real opportunity to provide simple and convenient products to mothers on the go,” said MD Debbie Robinson.

Spar hopes the lowered prices will encourage mums to stock up on other products during their shopping trip.

If successful, the Baby Prices campaign will be rolled out nationally in September.

Topics