Walmart launches new tool to help customers "shop with purpose"

Walmart is launching a new way to help customers find its private label products. With the ‘Built for Better’ online resource, shoppers will be able to easily identify healthy and sustainable food options with ease. The new program is one of many new online resources Walmart has launched recently, including a new meal planning platform.

"For many of our customers, living better means shopping intentionally and prioritizing brands and products that align with the things that matter to them, whether it be healthy foods, clean living or sustainability,” said Jane Ewing, SVP of sustainability. “As we continue to expand our assortment, we too are intentional about ensuring customers have access to these brands and products at everyday low prices. But we know shopping with purpose often takes extra time. It requires researching products and reading labels, all of which can be overwhelming for our busy customers.”

All customers have to do is look on Walmart.com for products marked "Built for Better" to discover items that meet independent and authoritative standards for promoting personal well-being and reducing our impact on the environment. Beginning today, customers will find items aligned to two areas of focus in the Built for Better category: "For You," and "For the Planet."

For You items will highlight more nutritious products or those that meet independent and authoritative standards that recognize products made without specific materials or ingredients customers may not want. From meats and fresh produce to everyday essentials like detergents and cosmetics, Walmart recognizes these approved products by several standards focused on personal well-being, including: Great for You, EWG Verified, Standard 100 by OEKO-TEX, made without parabens and more.  

For the Planet items highlight products that are designed to help reduce the impact on the planet for future generations with a focus on sustainably sourced and climate conscious products. More than 30 independent standards focused primarily on environmental benefits are recognized by Walmart, including: Energy Star Certified, Rainforest Alliance Certified, Better Cotton Initiative and more.  

“We know transparency is important, so customers can learn more about the criteria, and the organizations that help distinguish products, in a methodology page on our site,” said Ewing. “Customers can shop Built for Better on Walmart.com and in the Walmart app and take advantage of all the same convenient pickup and delivery options we offer every day.”