Jet aiming for young, urban food shoppers

BENTONVILLE, Ark. — Wal-Mart-owned Jet.com is launching a new upmarket grocery brand aimed at younger shoppers. The largest U.S. retailer, which acquired the online channel last year, is doubling down on efforts to combat rival Amazon, which closed its acquisition of Whole Foods last month. Jet.com said last week that the new Uniquely J brand will appeal to a younger, urban clientele with offerings such as coffee, olive oil, and paper towels.