Dollar General takes big step with baby care brand

Goodlettsville, Tenn.-based Dollar General is shining a spotlight on a new private label brand of premium baby and toddler care products.

Gentle Steps recently rolled out to Dollar General stores and dollargeneral.com, and comprises diapers and wipes. The line boasts diapers made with hypoallergenic liners infused with vitamin E and aloe, a breathable outer cover, and stretchable side panels, while Gentle Steps wipes are presented as dermatologically tested, hypoallergenic and free of alcohol.

According to the company, the new line is comprised of 70 items and is available at more than 16,000 Dollar General locations across 44 states with prices starting at $1.

On dollargeneral.com, Gentle Steps gets the spotlight via a carousel ad and a promotional page, which positions the brand's diapers as being equal or even better than diapers from Kimberly-Clark's Huggies Snug & Dry, as well as Procter & Gamble's Pampers Baby Dry and Luvs, noting the national brands do not have diapers with a hypoallergenic liner containing vitamin E and aloe. 

It is unclear if Gentle Steps diapers and wipes will replace DG Baby diapers and wipes and private label DG Kids training and overnight pants.