Dive Brief:
- Oral care brands Plus Ultra and Zimba will launch at Walmart this month, per a company release.
- The brands, which market to Gen Z and millennial consumers, are significantly expanding their wholesale presence through the partnership. Zimba is launching in 4,500 Walmart stores nationally, while Plus Ultra will be in 600 of the mass retailer’s locations.
- Zimba is currently sold in retailers like Sprouts Farmers Market and Erewhon, while Plus Ultra sells at Whole Foods Market, Thrive Market and Lassens.
Dive Insight:
The tie-up with Walmart expands Zimba and Plus Ultra’s distribution nationally.
Plus Ultra places sustainability at the forefront of its marketing efforts. The brand is bringing two of its products to Walmart, including electric toothbrush replacement heads that are made from recycled plastic and compatible with Philips Sonicare and Oral-B.
Zimba will bring to Walmart an array of teeth whitening strips in a variety of flavors including coconut and mint, as well as teeth whitening kits that include the strips, an LED light and a teeth whitening pen.
“We are excited by the launch of both brands into Walmart, which marks a very significant step,” Christina Ramirez, founder of Plus Ultra and president of both brands, said in a statement. “Younger consumers especially, Millennials and Gen Z, are seeking new affordable, sustainable lifestyle products to become part of their everyday personal care routines, and Plus Ultra and Zimba resonate with shoppers who care about product efficacy and the planet.”
Ramirez started Plus Ultra in 2012, which was then acquired by private equity firm TZP Group in March 2021. Ramirez, who was promoted to president of Plus Ultra and Zimba in January 2023, was tasked with leading Zimba’s wholesale strategy.
“Zimba will always be the teeth whitening brand with fun flavors and whitening kits,” Ramirez said in an email. “Both our brands sell the mint whitening strips, because we aim to reach as many customers as possible. It’s the same amazing product, just repackaged for buyers who choose Plus Ultra products for their oral care sets.”
The move into Walmart for the two brands follows other DTC brands entering mass merchants in order to expand their distribution and grow their audiences. Big-box retailers such as Walmart and Target have made a push to build out their personal care and health and wellness offerings. For example, Walmart has brought on brands like Love Wellness, Ro and Serena Williams’ Will Perform in recent years.
