Mercadona is introducing a new line of grooming and hygiene products for babies and children developed by the Alicante-based company Hippos Baby Care in its stores. The new offer was introduced in October in stores in Valencia and Castellón and from today they are available in stores in the province of Alicante. The objective is to gradually incorporate it into the rest of the network.
Mercadona has been working with Hippos Baby Care since 1995, because it is a specialist in the sector that manufactures feeding bottles, pacifiers, teats for the supermarket chain, as well as other necessary accessories for child care. In total, it manufactures 54 references of these products that can be found in all Mercadona stores.
The Juan Roig chain details that the new range of pediatric cosmetic products is made up of shampoo, body gel, moisturizing body lotion, body oil, scented water and two references of fresh cologne water. All are manufactured in Alicante at the facilities that Hippos Baby Care has in the Atalayas Industrial Estate and are especially suitable for daily care of the skin and hair of babies and children. In addition, they are made based on specific, very mild formulas adapted to the physiological pH of children’s skin that cover their specific needs.
These are innovative formulas developed with the quality standards of the pharmaceutical sector and with effective active ingredients that help hydrate and nourish delicate children’s skin more effectively and deeply. In addition to having been dermatologically and pediatrically tested, the high ophthalmological tolerance of both the body gel and the shampoo has been verified. Likewise, the containers are also innovative with a warm and attractive image, designed for easy use and handling, and endowed with the necessary stability to be able to dose the product easily.
Commitment to co-innovation
To innovate and introduce improvements that add value to its customers, Mercadona collaborates closely with its suppliers through co-innovation that seeks to learn how customers consume the product and listen to their comments.
In 2016, more than 6,100 sessions were held with customers in Mercadona co-innovation centers, where 150 co-innovation products and 350 improvements were developed. In addition, more than 300 novelties were added to the assortment. The success of the products launched by Mercadona lies in the fact that 82% of these innovative items remain on the shelf for more than a year, while in general distribution it is usually 24%.
In the case of children’s hygiene and grooming, both companies have worked on the joint development of products, testing different formulas to achieve the satisfaction of their smallest customers.
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