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Diaper and training pants brand expands to 4000 stores in the U.S.
June 9, 2023
By: Tara Olivo
Associate Editor at Nonwovens Industry
Rascal + Friends, a Walmart exclusive premium diaper and training pants brand, is expanding the presence of their core product line in the U.S. to 4000 stores nationwide, as an effort to increase accessibility for families. The brand is also expanding the core diaper assortment to include size 7 diapers to meet customer needs, improving their Sensitive Wipes with embossed cloth for premium performance, and bringing two new high value items from online only to nationwide in-store: Diaper Mega Cartons, to align with consumer shopping habits to bulk purchase diapers, and Easy Clean Wipes, for everyday value with more wipes per pack. This announcement comes shortly after recognition in Bain & Company’s Insurgent Brands of 2023 for their achievement of growing more than 10 times the industry average in the fast-moving consumer goods space, as well as winning The Drum Marketing Awards for “Brand Team of the Year.” Rascal + Friends has disrupted the stagnant diaper category, and solidified its position as both a household staple and a high-growth brand in the U.S. In the past 12 months the brand has held the position as the #1 liked and followed diaper brand on TikTok, delivering 749 million impressions across Facebook, Instagram, TikTok and YouTube. They have also launched a tremendously successful product collaboration with CoComelon, the world’s #1 kids’ entertainment brand, with a limited edition diaper print and won 47 major baby and brand awards. Beyond this, Rascal + Friends has also given back to the community by donating 220,000 diapers to families in need. Expanding the distribution of Rascal + Friends exclusive partnership in the U.S. has enabled the brand to establish a larger market share over the past three years, thus allowing millions of families to have access to premium diapers at an affordable price point. “We’ve partnered with Walmart to distribute Rascal + Friends to help keep our prices affordable and our products accessible,” says Matt Banfield, COO. “Starting from just 17 cents per diaper, it’s our goal to provide seriously good diapers to as many people as possible, without breaking the bank. Diapers are a high turnover product that babies wear pretty much 24/7, so as well as ensuring little ones are comfortable and dry and parents are confident, we wanted to keep our diapers affordable.” “Customers choose Walmart for trusted products at everyday low prices. With our Rascal + Friends partnership we are able to offer parent’s a completely unique diaper line that is exclusive to Walmart and is delivering all the things parents want and need from diapers: performance, safety and affordable pricing,” says Ralph Clare, vice president, Merchandising, Baby Consumables, Walmart U.S. The Rascal + Friends product line includes:
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