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Walmart Introduces Private Brand Bettergoods

Bentonville, Arkansas-based Walmart has introduced bettergoods, its largest private brand launch in 20 years.

“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, SVP of 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.”

Walmart bettergoods

Bettergoods joins Walmart’s roster of private brands, offering a fresh take on the culinary experience with elevated taste, flavor and variety that’s approachable and affordable. Curated by Walmart’s product development team that collaborated with suppliers across the globe to source quality, trend-forward ingredients and flavors, bettergoods provides culinary concepts to customers.

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

Bettergoods items fall within three distinct category pillars:

  • Culinary experiences: Culinary experiences items spotlight recipes, elevated ingredients and food-trend forward offerings, including specialty salts and seasonings, like Hot Honey Seasoning, a line of jar soups and premium Bronze Cut Pasta from Italy.
  • Plant-based: These products feature distinct green branding to distinguish plant-based items.
  • “Made Without:” The Made Without pillar offers a variety of 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.

Customers can shop select bettergoods products now, in stores and online for curbside pickup and same day delivery, with the full line continuing to roll out over the coming months.

Read more private label news from The Shelby Report.

About the author

Sommer Stockton

Web Editor

Sommer joined The Shelby Report in January 2022 after graduating from Brenau University in Gainesville, GA with a B.A. and M.A. in Communications and Media Studies. Sommer is excited to learn about the grocery industry and share her findings with The Shelby Report's readers!

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