New website born for Kroger baby products line to offer moms a community

CINCINNATI — Kroger on Wednesday launched a new website in support of its Comforts line of baby products, the grocer announced. will enable busy moms to access and exchange ideas online, offering a community where mothers can share their insights and experiences parenting newborns, infants and toddlers. The website is available in English and Spanish, with the Hispanic microsite specifically designed to engage Latina moms. 

According to Paula Andruss, a mother of three and the site’s official “Chief Comforts Mom,” speaks to a cross-section of moms. It’s a place where they can share, support and learn from each other. “All moms are looking for the tried and true, and want to hear from others about what works and is practical and realistic,” Andruss said. “ComfortsForBaby is a place for those who have ‘been there and done that’ to share their expertise with other moms and to find community support for themselves.” 

Andruss will help shape the website’s editorial content, create original articles and provide insights based on her real-life experience as a busy mom. “As a mother myself, I know what works, and I want to share as much valuable information as possible to help other moms make the most of their demanding days,” she said. 

The website will offer advice-oriented articles, such as how to soothe a crying baby or make mealtimes more fun and nutritious. Articles focused on newborns, infants and toddlers will be updated weekly. Another feature will focus on products. “Mothers find authentic reviews extraordinarily valuable when choosing products for their children,” Andruss said. 

Value-conscious moms will regularly find digital coupons (downloadable to shoppers’ savings cards) for a range of Comforts products on the site. And by clicking “Like” on the ComfortsForBaby Facebook page, mothers will have exclusive access to participate for a chance to win in various contests, sweepstakes and promotions that will be held throughout the year. 

According to Kroger, its Spanish-language microsite is the first grocery store baby brand to introduce a site especially for Latina moms. More than a simple translation from English to Spanish, content on the site is specific to the needs and interests of this community. 

“The launch of effectively harnesses our years of experience in this category to better serve the needs of our customers,” stated Noel Fonseca, Comforts brand manager. "Our goal is that busy, experienced moms will think of us first and foremost for their children’s needs, and, complemented by Facebook and Twitter, will be valuable resources for reinforcing this brand position.” 

Login or Register to post a comment.