Albertsons to Expand Successful ducklings(TM) Baby Program to Additional Markets

BOISE, Idaho, March 9 /PRNewswire-FirstCall/ -- Albertson's, Inc. announced today that it will expand its successful ducklings(TM) program to shoppers in its Jewel-Osco, Acme, and Albertsons Southern California and Intermountain West divisions. The program, which will cater to new moms and moms of young children, provides easy tips, fun ideas, and great savings. Introductory copies of ducklings(TM) magazine will arrive in the homes of approximately one million shoppers in the areas targeted for the expansion this week.

The ducklings(TM) program, which was first introduced in Albertsons Shaw's division, consists of quarterly magazines delivered to members' homes each spring, summer, fall, and winter as well as four smaller mini-magazines called "savings samplers" that arrive in between issues. The program, now in its third year at Shaw's, has allowed the company to build a lasting relationship with a very important customer segment -- new moms and moms with young children. At Shaw's the program has been successful in driving incremental sales in the baby category, as well as throughout the store.

"We realize that the moms who shop with us lead very hectic and stressful lives and ducklings(TM) is one way that we can help make their lives a little easier," said Paul Gannon, Albertsons Executive Vice President of Marketing and Store Operations. "Our ducklings(TM) magazines and savings samplers are packed with craft projects for the kids, beauty and fitness tips, quick and healthy recipes, and activity ideas for the whole family. We have found that this information is very useful and relevant for moms with children under age five as well as for new mothers who are hungry for as much information as possible at this time of change in their lives."

While ducklings(TM) magazines initially will be mailed to moms who live in the areas targeted for the program expansion, other customers who would like to join the program will be able to sign up at the customer service desk in stores located in these markets as well. Beginning in April, customers will also be invited to join the program online.

Albertsons is one of the world's largest food and drug retailers. The company's divisions and subsidiaries operate approximately 2,500 stores in 37 states across the U.S. and employ approximately 240,000 associates. Its banners include Albertsons, Acme, Shaw's, Jewel-Osco, Sav-on Drugs, Osco Drug, and Star Markets, as well as Super Saver and Bristol Farms, which are operated independently.