Walmart launches ‘trend-forward’ private-label lineup in the U.S.

This week, Walmart revealed its newest private-label: Bettergoods

The retailer’s largest private brand food launch in 20 years is described as “trend-focused,” “chef-inspired,” and most importantly, affordable. Prices range from US$2 to US$15, with most being under US$5. 

“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, in a release. “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.”

An initial rollout of 300 products span frozen, dairy, snacks, beverages, pasta, soups, coffee, chocolate and more. 

Products fall into three categories: culinary experiences (innovative recipes, elevated ingredients and food-trend forward offerings), plant-based and “made without,” catering to different dietary lifestyles, like gluten free, or made without artificial flavors, colorings or added sugars.

Walmart Canada says there’s no immediate plans to bring the Bettergoods brand to Canadian shelves, but the team is watching the stateside launch closely. The Canadian retailer’s current portfolio features a number of plant-based products and more than 400 items that carry the Ingredient-Wise label.