Wal-Mart’s Jet.com to launch private brand Uniquely J

Purchased by Bentonville, Ark.-based Wal-Mart last year for $3 billion, the e-commerce site Jet.com will launch its own grocery brand in the coming months called Uniquely J. The private brand will include more than 60 food and household items including nonperishable grocery items like olive oil and coffee pods as well as packaged goods like laundry detergent and paper towels.

Retail consultant Burt Flickinger told the New York Post that Jet.com’s private brand merchandise “will be better quality than many of the national name brands.”

Experts say Walmart private brands such as Great Value and Equate have not been popular with Jet.com’s younger customers.