Reynolds debuts 100 sq ft Countertop Prep Paper at $5.97 via Walmart rollout
Reynolds Kitchens is launching an 18-inch wide, 100 square-foot Countertop Prep Paper roll priced at $5.97, now available at Walmart nationwide. The product will roll out to Target, Amazon and grocery retailers this summer with on-air and social promotion via The Martha Stewart Podcast to drive incremental sales.
1. Product Details
Reynolds Kitchens Countertop Prep Paper is an 18-inch wide, 100 square-foot multi-purpose surface protector designed for cooking, baking, crafting and everyday projects. It adheres lightly to dry countertops when dampened, providing a non-slip, water- and grease-resistant barrier that can be discarded after use without leaving residue.
2. Pricing and Availability
Each roll carries a suggested price of $5.97 and is available nationwide at Walmart stores and online. Reynolds plans a phased rollout to Target, Amazon and major grocery retailers throughout the summer, aiming to secure prominent shelf placement in kitchen accessory aisles.
3. Promotional Strategy
The launch includes on-air advertising and social media campaigns in partnership with The Martha Stewart Podcast by iHeartRadio. In April, listeners can enter a contest featuring Countertop Prep Paper and curated items from Martha Stewart’s favorites list to boost consumer engagement.
4. Strategic Impact
The introduction of Countertop Prep Paper expands Reynolds’ product portfolio within the kitchen prep and cleanup category. By leveraging branded innovation and broad retail distribution, the company seeks to drive incremental sales and strengthen its position in household convenience products.