What started as a line with one single item – baby formula – nearly 20 years ago, will ultimately grow to more than 275 affordable essentials parents need for their child’s first years of life. Parent’s Choice is Walmart’s largest baby brand by items sold and also its fastest-growing baby brand.
“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,” says Diana Marshall, vice president of baby for Walmart U.S. “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.”
While the items have been hitting shelves all year and will continue to roll out through January 2018, the biggest piece of the brand relaunch – it’s first-ever premium diaper and a brand new, 53-piece bedding line – just launched in stores and will be available on Walmart.com next month. And with a refreshed logo and look that features loveable animal characters on pack, parents can be even more proud to use Parent’s Choice.
After intensive research, testing and highly advanced product refinement, Walmart is introducing its first-ever Parent’s Choice Premium Diaper (starting at $7.24), available in select stores and on Walmart.com, which offers a number of high-quality features, especially for babies with sensitive skin. The diaper’s lining is made with highly absorbent materials – including pulp harvested from sustainably managed forests – and delivers up to 12 hours of dryness. And, when it’s time to change, a change indicator turns blue. Soft, stretchy and breathable materials, like a cotton-touch cover, are used throughout to help maintain healthy skin and keep baby comfortable.
Also part of the launch are seven new baby wipes, namely, Parent’s Choice Cotton Wipes (starting at $1.78) that are ultra-thick and made in the USA using recycled T-shirts. Seasonal scents will also be available, with White Tea & Honey and Fresh Woodlands available this fall.