Biedronka for families: the chain expands its Dada brand

Wpis dostępny jest także w języku: polski

Biedronka is expanding one of its core brands – Dada brand, which so far has specialized in diapers and care products for infants. The chain is expanding Dada’s offer, to include with accessories for children, baby clothes and toys.

Biedronka’s applications for the registration of Dada Fun & Play, Dada Comfort and Dada Accessories have been submitted to the Patent Office. The products sold under these names include, among others, feeding pillows, blankets, toys, towels and baby clothes. The network has also launched the “Dada welcome pack” campaign, which aims to provide welcome packages to all Polish newborn babies in 2020. Each package contains diapers, wet wipes and cotton buds.

Another project promoting the brand is the “DADA” magazine, intended for future parents and parents of infants and newborns. On its pages there will be tips, recipes and discount coupons for products in the Biedronka chain of stores.

Biedronka offers about a thousand private label products. Own-brand products account for around 40% of all sales.