US baby food and baby care brand Gerber is launching a line of organic baby clothing items into leading supermarket operators Target and Walmart.
The move is aimed at putting organic cotton in front of mainstream American consumers, and recognizes growing demand for accessible baby products with strong eco and health credentials.
Gerber already produces organic baby foods and clothing, but this latest development represents the Nestlé owned company’s first push into the mass market with organic cotton baby wear.
The company announced the launch earlier this month on social media, which it is backing up with an all-digital ad campaign.
Connie Pence, Gerber’s director of marketing, explained the thinking behind the launch to US trade website Marketing Daily: “Parents have always been looking for quality products at a value that is easily accessible. We recognize that socially responsible fashion is evolving — and the importance this has for today’s consumer, including millennial parents who are more conscious about creating a better environment for their children’s futures.”