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Topics include: Direct to consumer / E-commerce / Data & privacy / Martech launches 'Uniquely J' own-brand to appeal to millennials launches 'Uniquely J' own-brand to appeal to millennials

Walmart-owned ecommerce website is set to roll out its own brand of grocery and household items designed to appeal to metro millennials.

As reported by The New York Post, the brand will be named 'Uniquely J’ and launched in the next 60 days across dozens of food and household items categories, such as olive oil and paper towels.

The products will be sold exclusively on the site for the first year and potentially sold on after a trial period.

Meredith Klein, director of public relations, said: “Uniquely J is yet another way is innovating for the metro millennial. From the boldly designed packaging, to the fun, witty label copy and quality ingredients , everything was designed with this metro consumer in mind.”, purchased by Walmart last year, aims to compete with rival Amazon which has already launched private brands like Wickedly Prime, Happy Belly, Mama Bear and Presto.

An increasing number of established brands have recently launched sub brands to cater to younger consumers.

Vodafone recently launched Voxi as a standalone, SIM-only network designed for under 25s that is putting young creatives at the very heart of its marketing strategy.

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