In case Great Value-brand frozen peas aren't your style, Wal-Mart ( WMT )-owned Jet.com is launching its first private-label brand, Uniquely J, that "will speak to the metro millennial lifestyle."
[ibd-display-video id=2324531 width=50 float=left autostart=true]Retail behemoth Wal-Mart has its own private label brands, including Great Value and Sam's Choice, but Uniquely J is squarely aimed at a younger audience. Packaged in boxes covered with illustrations, the new line from the e-commerce player includes coffee, laundry detergent, paper towels, olive oil and other household items, according to the company.
"Uniquely J brings together everything our customers care about - from quality to design and beyond - without tradeoffs," said a company spokesperson via email. The brand will hit shelves in the coming months, she said.
Wal-Mart shares fell 1% to 78.14 in the stock market today . Wal-Mart is in a flat base with an 82.09 buy point, but the stock has slipped below its 50-day moving average.
The grocery wars are already pretty heated, particularly in the wake of Amazon 's ( AMZN ) acquisition of Whole Foods Market and its subsequent price cuts at the upscale grocer. Target ( TGT ) recently announced sweeping price cuts, including for groceries.
Stores are increasingly employing private-label brands to offer lower-cost products, while at the same time bidding for customer loyalty.
"If we have engineered our specs so that you really love our granola, then there's a loyalty there that passes not just through the store but into the e-commerce business as well," Wal-Mart CEO Doug McMillon said at an investors conference in March, according to Supermarket News . "Product-driven loyalty becomes even more important than it was in the past."
Wal-Mart peer Target is unrolling a dozen private labels, mostly in the home and apparel categories so far, and Amazon has several lines of household and clothing private brands.
Amazon rose 0.5%, still stuck below its 50-day line as it works it through a consolidation. Target edged up 0.1%, still just above its 200-day line, which had acted as resistance all year.