Walmart Launched its Private Brand Bettergoods

Walmart launched its latest private brand innovation, bettergoods. It promises quality, great-tasting food that is chef-inspired and accessible to customers at a value of $5 or less for most items.

Bettergoods marks Walmart’s largest private brand food launch in 20 years, and the fastest food private brand Walmart has brought to market.

Bettergoods has 300 items in Walmart’s aisles, including frozen, dairy, snacks, beverages, pasta, soups, coffee, chocolate, and more.

The retailer’s new brand items range from under $2 to under $15, with most products available for under $5.

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“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, at 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.”

Unlike many private brands that provide direct alternatives to national brand offerings at a lower price, many bettergoods items are unique to Walmart, introducing customers to new and exciting flavors and concepts. Walmart customers can expand their culinary horizons with confidence: Bettergoods products are satisfaction guaranteed—one more way Walmart is committed to providing an exceptional experience for its customers.

Bettergoods’ Category Pillars

Bettergoods items fall within three distinct category pillars:

  • Culinary experiences: Culinary experience items spotlight innovative recipes, elevated ingredients, and food-trend forward offerings, including specialty salts and seasonings, like Hot Honey Seasoning under $3, a line of jar soups, including Creamy Corn Jalapeno Chowder for under $4 and premium Bronze Cut Pasta from Italy for only $1.97.
  • Plant-based: These products feature distinct green branding and big flavors. Bettergoods plant-based items provide an exceptional eating experience, including decadent and smooth Oatmilk Non-Dairy Frozen Desserts customers won’t believe are plant-based for only $3.44 a pint, as well as a plant-based cheese alternative which has a cheesy pull when melted for under $4.
  • “Made Without”: The Made Without pillar offers various options that cater to different dietary lifestyles, like gluten-free or made without artificial flavors, colorings, or added sugars. While these items are made without certain ingredients, they don’t lack flavor or texture, like Sweet Cream Dairy Creamer, made using only four ingredients, gluten-free, antibiotic-free, all white meat chicken nuggets and our Carnitas, Taco or Tinga Seasonings for under $2.