Walmart Launches New Private Label
Walmart is expanding its own brand assortment with its largest private label food launch in two decades as the retailer debuts bettergoods, which includes 300 items across a host of categories with most priced at less than $5.
Items in bettergoods will touch numerous key product segments including frozen, dairy, snacks, beverages, pasta, soups, coffee, chocolate and more and fall within three distinct category pillars:
- Culinary experiences: Culinary experiences items spotlight innovative recipes, elevated ingredients and food-trend forward offerings, including specialty salts and seasonings, such as Hot Honey Seasoning priced at less than $3, a line of jar soups, including Creamy Corn Jalapeno Chowder for less than $4 and premium Bronze Cut Pasta from Italy for $1.97.
- Plant-based: These products feature distinct green branding and big flavors. Bettergoods plant-based items include Oatmilk Non-Dairy Frozen Desserts customers for $3.44 a pint, as well as a plant-based cheese alternative for less than $4.
- “Made Without”: The Made Without pillar offers a broad variety of options that cater to different dietary lifestyles, such as gluten free, or made without artificial flavors, colorings or added sugars. Items in the line include Sweet Cream Dairy Creamer, made using only four ingredients, gluten free, antibiotic free; all white meat chicken nuggets and its Carnitas, Taco or Tinga Seasonings for less than $2.
“Today’s customers expect more from the private brands they purchase – they want affordable, quality products to elevate their overall food experience. The launch of bettergoods delivers on that customer need in a meaningful way,” said Scott Morris, senior vice president, private brands, food and consumables, Walmart. “Bettergoods is more than just a new private brand. It’s a commitment to our customers that they can enjoy unique culinary flavors at the incredible value Walmart delivers.”
According to Walmart, the new line was developed by the retailer’s development team that collaborated with suppliers across the globe to source quality, trend-forward ingredients and flavors.
Bettergoods is now available in stores and on Walmart.com for curbside pickup and same day delivery. The full line of products in the new private label assortment will complete its rollout in the coming months, officials with the retailer said.
