Millie Moon is launching its high-end diapers and wipes at Loblaw banners across Canada. 

The company, which launched exclusively at U.S. Target locations in 2021, is looking to make inroads into the higher end space occupied by the likes of challenger premium baby brand Hello Bello.

“With any new brand launch, presence on shelf is incredibly important for building awareness with the target market,” explains Amelia Watson, head of marketing for the baby division at Zuru Edge, a company whose portfolio also includes Rascal + Friends (now Rascals) premium diapers.

“For the rollout of Millie Moon, we do not have any point-of-sale support, but have designed our packaging with the key information in mind – heroing Millie Moon’s distinctive luxury look and feel and product callouts to clearly communicate our brand proposition, including our best-in-class, clean materials and 12 hours of absorbency protection to prospective shoppers,” Watson says.

According to Watson, Millie Moon chose Loblaws as its launch partner as it wanted a retailer that could support its affordable luxury proposition.

“Loblaw is known for its product range and quality of assortment, and we felt that Millie Moon had natural alignment with this,” Watson notes. “At this stage, making the Millie Moon brand a success at Loblaw is our primary focus.”

In the United States, Millie Moon has sold over 1.9 million packs to become Target’s fastest-growing diaper brand. Watson tells strategy the brand has performed incredibly well in the U.S. market against mainstream brands in reviews as well, such as being awarded “Best Overall Diaper” by Parents magazine.

“We believe there is huge promise in a [Canadian] market,” Watson says, as it targets parents looking for a premium product.

To resonate with Canadian parents, the baby brand is going to be leaning on Canadian parenting outlets and influencers to speak to why Millie Moon is the best choice for babies.

“Our launch messaging is focused on introducing parents to Millie Moon and the key solutions our luxury diapers offer parents,” Watson says. “We want to take customers on the luxury journey, by emphasizing our CloudTouch Softness that offers ultimate comfort to babies and is backed up with certifications from world-leading organizations to guarantee that our diapers are gentle on skin.”