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Walmart provides ‘honest’ competition in online organic baby products

Walmart is launching a celebrity-backed line of plant-based baby items that bears more than a little resemblance to The Honest Company.

Hello Bello, a plant-based baby brand whose cofounders include Hollywood couple Kristen Bell and Dax Shepard, is available exclusively via Walmart. Hello Bello goods, which span categories including diapering, personal care, home care, outdoors and gifts, can be purchased at Walmart stores, on the Walmart e-commerce site or on a dedicated Hello Bello e-commerce site.

Hello Bello appears to be taking aim at The Honest Company, a vertical online retailer of all-natural baby and beauty products whose founders include actress Jessica Alba. Like The Honest Company, Hello Bello offers bulk purchases of similar products in cost-saving bundles. The Honest Company also started as a provider of baby items, although it has since expanded its assortment to include beauty goods for adults.

Hello Bello is launching with 10 products across multiple SKUs, ranging in price from $1.88 to $23.94, with the majority under $8.

“As a mom of two, I know how beautifully messy parenthood can be, and that’s why we created Hello Bello - a line of premium, super-effective baby care products to take care of your kids from head-to-butt-to-toe,” said co-founder Kristen Bell. “Our products are fresh and fun. More importantly, we use plant-based ingredients and organic botanicals that are better for our kids and better for our world.”

Over the last year, Walmart has expanded its baby assortment in addition to enhancing the shopping experience, which includes a remodeled baby department in more than 2,000 stores and a new shopping destination on that helps parents shop curated nursery design styles.

“We want to be a destination for parents to get everything they need for baby,” said Melody Richard, VP of baby at Walmart. “Hello Bello is a fantastic addition to our assortment, enabling us to offer a fun, exclusive and affordable option for parents who prefer products made with organic and plant-based ingredients.”
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