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

Walmart’s Jet.com 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 Jet.com spokesperson explained it’s the “edgy, bold design”, as well as the copy and the “high-quality” ingredients.