Inside Pure Balance at Walmart

Less than two years ago I would have said that Walmart and it’s private brand program where at best laggards, dragged down by their overwhelming size, lack of commitment and bad design. Today, however, the private brand portfolio, its products, designs, and marketing are constantly surprising me. They have raised their game and they seem intent on setting the standard.

This video takes a look at their premium pet food brand Pure Balance and not only reveals the manufacturer Ainsworth Pet Nutrition but paints a very flattering picture of the partnership.


Previous article5 Questions with the Vertex Judges: ZHOU Wenjun
Next articlePeapod Expands Meal Kit Line
Christopher Durham
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.