Whoa, Baby! Walmart Introduces Hundreds of New and Improved Private Brand Baby Essentials

Nearly 120 brand-new items – including an adorable bedding collection
and premium diapers – and approximately 100 renovated items are part of
the Parent’s Choice brand relaunch

BENTONVILLE, Ark.–(BUSINESS WIRE)–New parents have enough on their minds – the price of on-trend,
high-quality baby essentials shouldn’t be a source of worry. Walmart has
done a total relaunch of its Parent’s Choice brand – including
everything from diapers to blankets to wipes to baby food – with all
items still offered at the same everyday low prices customers have come
to expect.

Parent’s Choice has been a staple in American homes for nearly 20 years.
What started as a line with one single item – baby formula – will
ultimately grow to more than 275 affordable essentials parents need for
their child’s first years of life. Parent’s Choice is Walmart’s largest
baby brand by items sold and also its fastest-growing baby brand – which
shows just how many parents rely on it for their everyday needs.

“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.”

While the items have been hitting shelves all year and will continue to
roll out through January 2018, the biggest piece of the brand relaunch –
it’s first-ever premium diaper and a brand new, 53-piece bedding line –
just launched in stores and will be available on Walmart.com next month.
And with a refreshed logo and look that features loveable animal
characters on pack, parents can be even more proud to use Parent’s
Choice.

The Parent’s Choice Bedding Collection includes everything
needed for a perfect night’s sleep in trendy patterns like chevron,
arrows and owls. The line includes receiving blankets, crib sheets,
changing pads, baby blankets and nursery sets, all made with super soft
materials. In addition, nine coordinating colors are used throughout the
collection, so parents can mix and match for a customized look. All
items are $40 or less, with the majority of items priced less than $13.

After intensive research, testing and highly advanced product
refinement, Walmart is introducing its first-ever Parent’s Choice
Premium Diaper
(starting at $7.24), available in select stores and
on Walmart.com, which offers a number of high-quality features,
especially for babies with sensitive skin. The diaper’s lining is made
with highly absorbent materials – including pulp harvested from
sustainably managed forests – and delivers up to 12 hours of dryness.
And, when it’s time to change, a change indicator turns blue. Soft,
stretchy and breathable materials, like a cotton-touch cover, are used
throughout to help maintain healthy skin and keep baby comfortable.

Approximately 150 other items spanning virtually every baby category are
also part of the brand reboot, including:

  • Several new feeding items, like the Parent’s Choice Sippy Cup
    ($.96), featuring patent-pending, no-spill or leak technology, and
    Parent’s Choice Stackable Section Plates (3-pack for $2.48) that
    conveniently stack on top of one another;
  • Seven new baby wipes, namely, Parent’s Choice Cotton
    Wipes (starting at $1.78) that are ultra-thick and made in the USA
    using recycled T-shirts. Seasonal scents will also be available, with
    White Tea & Honey and Fresh Woodlands available this fall;
  • Even more baby toiletries, including Parent’s
    Choice Daily Moisturizing Baby Lotion ($3.74) and Parent’s Choice
    2-in-1 Wash and Shampoo with Natural Oat Extract ($3.74);
  • Dozens of new baby food flavors and varieties, including more
    options with protein, like Chicken Noodle and Cheesy Potatoes with
    Pork Loin ($.98), Organic Brown Rice and Beans Pouch Puree ($.82) and
    Parent’s Choice Organic Melts ($2.24), which will transition into new
    packaging later this year; additionally, Parent’s Choice will
    transition to non-GMO baby formula by spring 2018;
  • And many other surprising finds, like Parent’s Choice Stainless
    Steel Sippy Cup. Launching in January, the cup is made with the same
    technology as Walmart’s popular Ozark
    Trail Tumblers
    . Also launching this fall is another made in the
    USA product, the Parent’s Choice Potty & Reveal, a training potty that
    reveals a picture when the potty is used.

“We’re excited to introduce these new offerings alongside our trusted
national brands so parents can spend less time thinking about where to
find great baby products and how to pay for them, and more time bonding
with their babies,” said Marshall. “We’re proud of what we have in
stores and online today, but we’ll continuing working hard to bring our
customers even more high-quality, affordable baby essentials by Parent’s
Choice, in addition to our national brands, which continue to expand.”

About Walmart

Wal-Mart Stores, Inc. (NYSE: WMT) helps people around the world save
money and live better – anytime and anywhere – in retail stores, online,
and through their mobile devices. Each week, over 260 million customers
and members visit our 11,723 stores under 59 banners in 28 countries and
e-commerce websites in 11 countries. With fiscal year 2017 revenue of
$485.9 billion, Walmart employs approximately 2.3 million associates
worldwide. Walmart continues to be a leader in sustainability, corporate
philanthropy and employment opportunity. Additional information about
Walmart can be found by visiting http://corporate.walmart.com
on Facebook at http://facebook.com/walmart
and on Twitter at http://twitter.com/walmart.

Contacts

Walmart Media Relations
Erin Hulliberger, 1-800-331-0085
news.walmart.com/reporter