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In order to woo younger families, US supermarket chain Big Y has launched its 'Baby Y' baby club, offering Big Y Express Savings Club gold coins for buying everyday items, free prescription pre-natal vitamins, discounts on birthday cakes, as well as various coupons and parenting tips. This article is copyright 2012 The Best Customer Guide.

Customers can sign up for the new programme online or at any Big Y store. As members, customers earn a Big Y Express Savings Club gold coin every time they purchase US$50 worth of 1,000+ specially marked baby products.

Included products have purple tags on them bearing the 'Baby Y' logo, and the discounts available are for products from partners such as Seventh Generation, Kimberly Clark (Huggies), Beechnut, Mead Johnson (Enfamil), Sprout, Proctor and Gamble, Plum, Gerber, and Burt's Bee (Baby Bee).

After signing up, new members can get a free 30-day supply of selected prescription generic pre-natal vitamins from any Big Y Pharmacy or Wellness centre. And, in celebration of their baby's first birthday, members are also eligible for US$10 off any sheet cake and - to make the day a little more fun, but messy - Big Y will give members a free 'Baby's Own Smash Cake'.

Baby Y has also partnered with Living Well Eating Smart to provide healthy and nutritious tips for parents and infants which can be found on the Baby Y website. For customers who need information on demand, they have access to the Baby Y microsite that features guest blogger posts, links, and more coupons.

Founded in 1936 by brothers Paul and Gerald D'Amour, Big Y was named after an intersection in Chicopee, Massachusetts, where two roads converge to form a 'Y'. The company now operates 66 locations throughout Connecticut and Massachusetts.