663158fe0851640007445ae4 Walmart

Walmart Launches Bettergoods, ‘Elevated’ Private Label Brand

April 30, 2024
It’s the retailer’s largest private brand food launch in 20 years, promising value-conscious chef-inspired foods.

Walmart today announced it’s launching Bettergoods, saying it’s the largest private brand food launch in 20 years and the “fastest” private label food brand Walmart has brought to market. The retailer said the products will focus on “unique culinary flavors at … incredible value.”

“Unlike many private brands that provide direct alternatives to national brand offerings at a lower price, many bettergoods items are totally unique to Walmart, introducing customers to new and exciting flavors and concepts,” today’s news announcement said.

Bettergoods items range from under $2 to under $15, with most products available for under $5. The 300 items span Walmart’s aisles, including frozen, dairy, snacks, beverages, pasta, soups, coffee, chocolate and more.

Bettergoods items fall within three category pillars:

* Culinary experiences (innovative recipes, elevated ingredients and food-trend forward offerings, including specialty salts and seasonings, like Hot Honey Seasoning, Creamy Corn Jalapeno Chowder and Bronze Cut Pasta from Italy).

* Plant-based (including Oatmilk Non-Dairy Frozen Desserts and a plant-based cheese alternative).

* “Made Without” (options that cater to dietary lifestyles, such as gluten free, or made without artificial flavors, colorings or added sugars).

About the Author

Dave Fusaro | Editor in Chief

Dave Fusaro has served as editor in chief of Food Processing magazine since 2003. Dave has 30 years experience in food & beverage industry journalism and has won several national ASBPE writing awards for his Food Processing stories. Dave has been interviewed on CNN, quoted in national newspapers and he authored a 200-page market research report on the milk industry. Formerly an award-winning newspaper reporter who specialized in business writing, he holds a BA in journalism from Marquette University. Prior to joining Food Processing, Dave was Editor-In-Chief of Dairy Foods and was Managing Editor of Prepared Foods.

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