is launching a grocery brand, 'Uniquely J' for metro millenials

Walmart’s is going after millennial shoppers with the launch of its own grocery brand called Uniquely J, which is expected to arrive in a couple of months. The goal with the brand — beyond an obvious desire for increased margins — is to attract a younger shopper. Jet believes that Uniquely J will do so not only by nature of a product selection that includes everyday essentials, but also because of product quality and design.

Asked what exactly about Uniquely J makes it “millennial,” a spokesperson explained it’s the “edgy, bold design”, as well as the copy and the “high-quality” ingredients.