Wal-Mart expands its Parent’s Choice private brand with 100 new items

by Kim Souza ([email protected]) 1,437 views 

Wal-Mart said its Parent’s Choice baby formula will be relaunched with No-GMO by the spring of 2018. The move is part of the retailer’s effort to expand the Parent’s Choice brand to 275 products by early next year.

Wal-Mart Stores is set to unveil about 120 new items, and 100 of those products are part of the relaunched Parent’s Choice brand.

Parent’s Choice has been around for almost two decades but the relaunch adds more products under the private label. It now includes a premium line of diapers, expanded baby wipes and food options as well as baby bedding.

Private brands are a key strategy for Walmart U.S. CEO Greg Foran, who has said there is opportunity for the retailer to grow this area of business. Consumers can find more than 200,000 private brand items at Wal-Mart, which generates about $62 billion in annual sales.

Wal-Mart said it launched Parent’s Choice as a single item of baby formula nearly 20 years ago and the brand will grow to more than 275 items over the next year, with new products hitting shelves all year and continuing through January 2018. Wal-Mart also refreshed the logo for Parent’s Choice, its largest private baby brand.

“As parents ourselves, we know what products are needed most, and we’ve raised the bar on quality for these Parent’s Choice items and more,” said Diana Marshall, vice president of baby for Walmart U.S. “On top of this, we’ve added even more items we know our customers are looking for, such as premium diapers and a line of ultra-cute, ultra-soft bedding. With these new and upgraded products, parents can stay on-trend and under budget while focusing on what really matters: their little bundle of joy.”

Marshall said the new premium diaper is a first for Wal-Mart and Parent’s Choice and a new 53-piece bedding line just launched in stores and will be available on Walmart.com next month. She said the diaper went through rigorous testing and it’s designed especially for babies with sensitive skin. The diaper features super absorbency, which delivers up to 12 hours of dryness. When it’s time to change the diaper, the change indicator on the diaper will turn blue.

Wal-Mart said it’s also in the process of reformulating its baby food options and Parent’s Choice will transition to non-GMO baby formula by the spring of 2018. A new Sippy Cup features patent-pending, no-spill or leak technology. A new stainless steel version of the Sippy Cup is launching in January, as well as a new potty training system that reveals a picture when the potty is used.