The Story Behind Parent’s Choice Baby Wipes

New parents have enough on their minds – The days of secret factories producing inferior products for second-rate private labels are rapidly ending. If you are not convinced take a look at this compelling story from Walmart and NicePak the manufacture of their our Parent’s Choice private brand cotton baby wipes. It presents an open and honest transparent story that leverages the manufactures strengths to sell the private brand. The story presented on the Walmart blog “Walmart Today” clearly spells out the advantages.

“We trust the NicePak factory in Jonesboro, Arkansas, to create the best product possible. They don’t take shortcuts, so moms and dads who use Parent’s Choice cotton wipes can expect excellent care for their baby, every time.”


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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.