Jet.com - launching its own grocery brand with parent Walmarts backing.

Jet.com - launching its own grocery brand with parent Walmart's backing.

US retail giant Wal-Mart Stores' Jet.com site is to launch its own grocery brand in a move that is being interpreted as an attempt to help it compete with the Amazon-owned Whole Foods Market's 365 offering.

Jet.com is to roll out its own higher-end private brand of grocery and household items such a coffee, olive oil, laundry detergent, paper towels and other items in the coming months.

Jet.com, which Walmart bought last year for US$3.3bn, says the brand, called Uniquely J, will cater to the needs of young urban adults, so-called 'metro millennials.' 

The Wall Street Journal reported that jet.com would start with around 60 food and household products over the next two months, and later add baby, beauty, and pet products that are higher end than what Walmart's store brands offer.

A Jet.com spokesperson told just-food: "Uniquely J is yet another way Jet.com is innovating for the metro millennial.  

"From the boldly designed packaging, to the fun, witty label copy and quality ingredients - everything was designed with this metro consumer in mind."

just-food analysis from August 2016 - Why Jet.com purchase could boost Wal-Mart's online business