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Is this a sponsored post? Don't you have anything else to say about the food besides the packaging? I know this is a design site but it seems like kind of an irrelevant issue for buying food. And what is a "private label"?

We've tried the Up & Up brand of diapers and wipes. The wipes are great - I think they're the same as the Target brand (just newly packaged). The diapers are a great value ($13.00 for 70 size 5 diapers), but I don't think I'll buy them again since they have been a bit irritating to my daughter's skin. She does better with Luvs, which aren't that much more expensive. We've also tried Up & Up snacks - their sweet potato puffs, blueberry puffs, banana puffs, apple strawberry puffs, and peach mango puffs. My daughter LOVES them and they are low in sugar. They are $1.59 per container at our local Target.

Hi robinm. I just saw the baby food last night for the first time at my local Target - never saw it before. It's interesting that they are selling baby food (and other products) under their own house brand. That's what "private label" means.

The packaging caught my eye because it's nice looking and new to me. I think packaging is very relevant to consumers, even when buying food. And a private label is usually less expensive than a name brand, so if it passes the taste test, the Target baby food will be another option competing in the baby food space.

I bought the Target brand baby food before it was repackaged, and it was fine. It didn't appear on the shelves until my boys were at the tail end of their puree-eating, unfortunately. I could have used the savings! Oh well.

LOVE the diapers. Hated the old Target diapers, they didn't work on my boys, but the new ones work great, are cheap, and are adorable (polka dots!)

I am quite sure the Up and Up brand is just the Target house brand repackaged. I loved the old diapers and used them for both my girls (the older being 4 now) but if pyjammy says the new ones are better, then my 1-year-old is getting an upgrade.

I will be checking out the food aisle at my next Target trip. We use their housebrand for almost everything: from kitchen towels, to toilet paper, to baby detergent, body wash, hand soap, shampoo. Their prices and quality is hard-to-beat and I can make a one-stop shop trip and be done.

I second pyjammy on loving the new diapers. Yay for Up&up keeping my spending down!

I tried their brand of puffs and found that they taste exactly like the Gerber puffs but are about 50 to 75 cents cheaper.

I have been using target diapers from day one and they are fantastic, i can't believe how much money they've saved us.

I am a little pissed that the packaging equals 10 less diapers and an extra 50 cents. but whatever, they're still considerably cheaper than any other kind out there.

Isn't this just Target's store brand reinvented? You know... generic.

I have been using the wipes and the diapers with my youngest for over two weeks now. I had gone to store brand diapers because they are a lot less expensive and I am hoping not as absorbent as some other brands to encourage potty trainning. I am not sure if it is working or if he just likes to go on the potty. He hasn't had any leakers with the Up&Ups unlike Targets previous store brand. PLUS, I really like their sensitive wipes because... THEY REALLY DON'T SMELL LIKE ANYTHING! Not anything. At. All.

I know my SIL is using the formula for my niece and it is working just like formula is suppose to.

Ah, store brand. Thanks for explaining Janie.

Make sure it is made in the US. I know Target brand candy is a product of China. A lot of it has "Milk Powder" in it and milk powder was the whole melamine food contamination/deaths. I haven't see the ingredients yet but I just thought I would trow my 2 cents out there.

I just saw the new Up and Up baby wipes at my Target last week. They still had some of the Target brand ones left so I compared the ingredient labels and they were exactly the same. The only difference is that the new Up and Up package contains less wipes. On a design note, I like that the new packaging looks less generic, but since Target clearly spent a bunch of time and money to redesign everything, I think the new packaging designs could have been even better.

I will share this over at http://www.SlaveToTarget.com
I love Target brand diapers and think a re-brand/ re-packaging of the Target brand baby products is a long time coming! I hear the wipes are sub-par though so I stick to just the diapers.

I was pretty disappointed that this line replaced Target's brand. it is still by target, but more expensive than the older version.

is it organic? I guess I am just surprised that there is any non-organic baby food on the market at all- who wants to feed their baby pesticides.

i have been buying target brand diapers, wipes, pullups, etc. exclusively for the last 3 years and couldn't be happier. i even use the target brand formula, which is half the price as enfamil and similac. i have noticed the change in quantity and price with up and up as compared to the old green packaging, and that really kinda irked me. but i am still paying about 1/2 price for their store brand when compared to name brands, so i guess i really can't complain (or can i...?) and going to target sure beats long lines and less-than-attractive service at wallyworld!