As part of its Open Call competition, Walmart has awarded its highest prize—Golden Ticket—to Gen-Z-focused CPG company Clean Age.
The brand, which makes personal care products, including deodorant and toothpaste tabs, will see its products launch in more than 1,800 of the retailer’s stores beginning in September as part of its winning prize.
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“We are thrilled to have won Walmart’s Open Call Golden Ticket. This is a major milestone for our brand, and we are excited to share our products with teens across the country,” said Rachel Peters, the CEO and founder of Clean Age. “We believe that everyone deserves to have better-for-you products at an affordable price, and our retail partners make that possible.”
Clean Age products are gender-inclusive, cruelty-free, vegan and sold in responsibly sourced paper packaging, the company notes.
“We’ve met so many amazing small business owners through Open Call over the years, and this year is no exception,” said Scott Gutche, senior director, of U.S. manufacturing for Walmart. “More than 4,500 entrepreneurs applied, and over 13,000 products were registered to compete. This year, finalists representing all 50 states, including the District of Columbia, pitched their products for consideration through 30-minute one-on-one virtual and in-person meetings at Walmart’s headquarters in Bentonville, Arkansas.”
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Originally launched in 2022, Clean Age was originally available in 128 retail stores and since then has grown its distribution to all 50 states and nearly 5,000 store locations.