Walmart introduces a fresh grocery line to its array of private brands.

Walmart expands its private brands portfolio by introducing a new line of fresh groceries, catering to customer preferences and enhancing its offerings in the grocery segment.The retailer said its new bettergoods line includes 300 items and marks its largest private brand food launch in 20 years.

Walmart has unveiled a new private label grocery brand named bettergoods, featuring most items priced under $5 and focusing on culinary experiences, plant-based options, and "made without" products. This launch represents Walmart's largest private brand food introduction in twenty years and its fastest entry into the grocery brand market.

Bettergoods signifies Walmart's effort to offer unique flavors while maintaining its reputation for affordability, appealing to price-conscious consumers amid a surge in private label sales. Described as an elevated culinary experience at an exceptional value, the line comprises 300 items across various categories such as frozen foods, snacks, beverages, pasta, and dairy products. Examples include chocolate almond milk, guacamole-flavored tortilla chips, pistachio nut butter, and premium ice cream.

The development of bettergoods involved collaboration with suppliers worldwide to source quality ingredients and trending flavors. Items are priced between under $2 to under $15 and are packaged in vibrant, eye-catching designs aimed at delighting customers.

Scott Morris, Senior Vice President of Private Brands, Food, and Consumables at Walmart, highlighted the evolving customer expectations, emphasizing the demand for affordable yet high-quality products to enhance the overall food experience. Walmart's private label offerings, such as Great Value and Equate, have historically aimed to provide equivalents to national brands. However, the retail giant has expanded its private label assortment over the years with products like Oak Leaf wine, Marketside fresh foods, and Clear American flavored sparkling waters.

Private label sales have surged to nearly 21% of grocery industry unit sales, reflecting a shift in consumer perception towards store brands as differentiated, quality alternatives. Walmart faces increasing competition from Target, which launched the low-priced private brand Dealworthy, featuring everyday basics priced affordably, including paper towels, body wash, and charging cables, in February.

Source: Food Dive