Big Lots is launching its own baby product line, b*loved. The line is touted as “quality products at value prices.” It includes baby wipes, baby shampoo, baby oil and diapers.

The product formulations are comparable to national brands, but the starting pricepoint is just $1.50. For example, the hypoallergenic tear-free Baby Wash is “Paraben, Pthalate and Quaternium 15 free” – and is priced at $1.50.

Richard Chene, executive vice president, Chief Merchandising Officer, describes another product, saying, “At the core of our assortment are b*loved diapers which are made with pride in the USA and have unique characteristics such as accordion-stretch fasteners, contour shaping and a super absorbent core.”

What’s the packaging like?

The brand uses a cheery grass green as its signature color, with a logo that looks hand printed. There are plastic bottles and squeeze tubes in basic white and clear, with the brand’s logo and labels adding a pop of color. A bright red heart is used between “b” and “loved” in the logo.

There are also pastel accents – the baby wash bottle has a light yellow pump; the baby lotion has a light pink flip top cap; and the baby powder’s sifter cap is light blue.