BENTONVILLE, Ark. — DUDE Wipes is making a bold move into a new category with the launch of LiL’ DUDE Wipes, an exclusive product now available at Walmart stores and online. The expansion into flushable baby wipes was driven by deep, first-party insights from Scintilla — Walmart’s proprietary data platform that helps suppliers better understand omnichannel shopper behavior.
Founded in a Chicago apartment and first distributed nationwide by Walmart in 2017 through its Open Call program, DUDE Wipes has grown to offer more than 20 products across six departments. The brand’s latest innovation, LiL’ DUDE Wipes, builds on that momentum, with support from Scintilla’s data tools and verified customer feedback from the Walmart Customer Spark Community.
“Scintilla completely transformed the relationship with our Walmart merchant. We can all bring big, bold ideas — grounded in category and shopper insights — into the conversation and work together to deliver an exciting, relevant assortment for Walmart customers,” said Susanna Valerius, vice president of sales strategy at DUDE Wipes. “The ability to reach our target audience and hear directly from Walmart shoppers to bring their voice into the earliest stages of innovation is invaluable. It’s not just product feedback — it’s insight-driven collaboration that fuels smarter, faster decisions with confidence we wouldn't have otherwise.”
Walmart’s baby category team identified an opportunity to refresh the baby wipe aisle with a brand known for fun and function. Using Scintilla, DUDE Wipes discovered that its products attracted younger, higher-income shoppers, many of whom also purchased baby wipes. That overlap and strong customer interest in flushable options and distinct scents confirmed a strong market fit.
“When we saw this opportunity to bring fresh energy to the baby wipe aisle, we reached out to DUDE Wipes, and together, we used insights from Scintilla to better understand purchase drivers and what customers ultimately wanted from a baby wipe — considering factors such as scents, ingredients, flushability and pack sizes,” said Ryland Allen, vice president of Baby, Walmart U.S. “Understanding our customers’ needs, wants and preferences is core to our strategy, and Scintilla helps us execute our shared goal to bring innovation to new categories that our customers love.”
DUDE Wipes surveyed Walmart’s verified shopper community throughout the product development process, testing everything from packaging concepts to formula preferences. The result: a bubble gum–scented wipe designed with both parents and kids in mind — and positioned to stand out in a crowded category.
Now on shelves in more than 4,000 Walmart stores and online, LiL’ DUDE Wipes represents the kind of insight-led innovation that Walmart and Scintilla are aiming to scale. Looking ahead, DUDE Wipes is already using Scintilla to assess performance and explore expansion into other categories, including camping and adult incontinence.
