Grocery retailer Safeway has created an instore mom to mom line of more than 80 baby care products including diapers, baby wipes, toiletries, lotions and even infant formula developed from a mother’s point of view.

“The mom to mom line reflects the truth of the adage ‘Mother Knows Best,’ said James White, senior vice president of Consumer Brands. “On Mother’s Day, we are introducing great products that not only meet the needs of moms and their babies, but exceed them.”

The importance of gentleness and ease-of-use were key take-aways from the research with mothers. For example, mom to mom baby wipes are hypoallergenic and come in a flip-top package with a wide dispenser, making them easy to access with one hand during diaper changing or feeding. Toiletry items such as baby wash and baby lotion are in wide-bottom bottles to avoid tipping and spilling.

The items were officially launched on  Mother’s Day, May 11 exclusively in the Safeway family of stores including Vons, Pavilions, Dominick’s, Carrs, Randalls, Tom Thumb, Genuardi’s and Pak ‘N Save.