The Great Atlantic & Pacific Tea Company, Inc. (A&P, OTC: GAPTQ) today announced the launch of a new program to help customers save on their baby-related purchases. Members of the Live Better Baby Club will receive an automatic 10 percent discount on baby products every time they shop at A&P, Pathmark, Superfresh, Waldbaum’s and The Food Emporium stores.

To become a member, all customers have to do is enroll online at www.livebetterbaby.net, sign up in-store, or add the program to their existing A&P banner membership account via the web. Members who are also part of A&P’s Live Better Wellness Club can receive free generic prenatal vitamins, fluoride baby vitamins, and antibiotics in stores with pharmacies (see local pharmacist for details).

“We wanted to make it as easy as possible for new parents and parents-to-be to instantly save when they shop with us,” said Tom O’Boyle, Executive Vice President of Merchandising, Marketing, Supply and Logistics. “Giving customers an automatic 10 percent discount on baby products makes A&P’s Live Better Baby Club program truly simple and hassle-free.”

Parents can also find great tips and member-only specials on the Club’s new website at www.livebetterbaby.net. Utilizing the expert knowledge of A&P’s vendor partners, the site offers a wealth of helpful information and resources for parents on rotating topics as well as exclusive deals and additional discounts for members. The site also features a regular mommy and baby nutrition blog and encourages parents and shoppers to “ask the experts” and interactively engage with the site.

A&P and its banner stores offer a robust selection of baby products to meet families’ needs, including baby food, formula, diapers, baby bath and skin care products, toys and accessories.

“A&P’s new Live Better Baby Club is more than a convenient instant discount program. It is a community resource where our customers can learn about the products they buy and share their experiences as new parents,” added John Moritz, Senior Vice President of Marketing at A&P. “We’re excited to connect our shoppers with useful information and expert resources during such an important time in their lives, in addition to helping them save time and money, and improving their shopping experience.”

A&P has also expanded its Coupon Source digital program to include exclusive Live Better Baby Club offers. Members can download these offers directly to their savings card for even more savings when they shop.

ABOUT A&P

Founded in 1859, A&P is one of the nation's first supermarket chains. The Company operates 336 stores in 7 states under the following trade names: A&P, Waldbaum's, Pathmark, Best Cellars, The Food Emporium, Super Foodmart, Superfresh and Food Basics.