Walmart leads private label ‘relaunch’ with new premium diaper

A new diaper, lined with pulp harvested from sustainably managed forests, leads a “total relaunch” of Walmart’s Parent’s Choice private label, the company announced on Wednesday.

Available at a price point of $7.24, the first ever Parent’s Choice Premium Diaper can be found in select Walmart stores and will arrive on Walmart.com next month.

The diaper is specially designed for babies with sensitive skin and provides up to 12 hours of dryness. Indicators on the diaper turn blue when it’s been soiled.

The Parent’s Choice line currently includes more than 275 baby care items. It’s been a part of the Bentonville, Ark.-based Walmart family for just under two decades.

“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,” Diana Marshall, vice president of baby for Walmart U.S., said in a release. “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.”

The brand reboot consists of about 150 other new and renovated items, including seven new baby wipes, dozens of new baby food flavors and varieties and new baby toiletries.

The rollout of the reimagined brand has been taking place throughout 2017 and will conclude sometime in the new year.

Wal-Mart Stores Inc. has 11,723 stores under 59 banners in 28 countries.

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