Walmart has unleashed its latest weapon against Amazon.
The discounter's Jet.com division on Monday officially launched its own private-label brand, Uniquely J. The new brand, targeted at millennials, is launching with more than 50 SKUs across the coffee, cleaning, laundry, pantry, paper, and food storage categories.
The products feature bold, artist-designed packaging, specially designed by artists Jet.com partnered with from around the world.
The brand's mission, showcased in its launch video, is to offer customers "everyday products without tradeoffs."
"We're excited to introduce Uniquely J to consumers, confident that they'll embrace the products and soon begin to consider them essential to their day-to-day shopping," said Liza Landsman, president of Jet.com. "Uniquely J is not just Jet.com's entry into the private brands space, it also furthers our efforts to serve the metropolitan consumer with a select assortment of premium products while also offering them a great shopping experience."
The Uniquely J SKUs available at launch ranged from Fair Trade Peruvian ground coffee, salsa and teriyaki sauce to toilet paper, lemon thyme basil cleaning wipes and laundry detergent. More products will be added to the lineup in the coming months.
Walmart's push into private label via its e-commerce arm Jet.com comes as rival Amazon continues to build its own exclusive brands portfolio, most recently by incorporating Whole Foods' 365 line into its portfolio.