Stop & Shop is lowering prices in baby aisle

Stop & Shop will take its value-improvement program into the baby aisle tomorrow.

The Stop & Shop Supermarket Co., a Quincy-based chain of 385 stores, said today it is about to unveil the latest phase of its value-improvement program, or VIP, that aims to stretch customers' dollars farther.

Shoppers in the baby aisle tomorrow can expect lower prices on diapers, baby food, wipes, and creams, the company said.

"With VIP, we are responding to the core needs of young families: better prices, great selection, and genuine value across the board," Stop & Shop president and chief executive Jose Alvarez said in a statement.

The program launched last year, and VIP is already in effect in the produce department and the paper aisle, and plans call for it to roll out to additional departments, the company said.

Stop & Shop is owned by Royal Ahold NV of the Netherlands.
(By Chris Reidy, Globe staff)