Walmart is adding more heft to its already considerable grocery presence.
The retail giant has unveiled Bettergoods, a line of on-trend, chef-inspired foods featuring “trend-forward” ingredients and flavors. With 300 items spanning frozen, dairy, snacks, beverages, pasta, soups, coffee, chocolate and more, Walmart described the new line as its largest private brand food launch in 20 years.
Walmart is the nation’s largest grocer by revenue. It reported grocery sales of $264 billion for its most recently completed fiscal year.
Bettergoods items range from under $2 to under $15, with most products available for under $5. The products were curated by Walmart’s product development team that collaborated with suppliers across the globe to source quality, the retailer said.
The products fall in three distinct catories: culinary experiences, plant-based and made-without (includes items that cater to different dietary lifestyles, such as gluten free, or made without artificial flavors, colorings or added sugars.)
Walmart is also facing growing competition from Target on grocery private brands. In February, Target launched a low-priced private brand called Dealworthy that includes 400 everyday basics such as paper towels, paper plates, body wash, charging cables and cotton balls. Some of the items under that line cost less than $1 and most are under $10.
“Today’s customers expect more from the private brands they purchase – they want affordable, quality products to elevate their overall food experience,” said Scott Morris, senior VP, private brands, food and consumables, Walmart. “The launch of bettergoods delivers on that customer need in a meaningful way. 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 is launching the new brand amid growing competition from Target on low-priced private brands. In February, Target unveiled a new low-priced brand, Dealworthy, that includes 400 “everyday” basics across apparel and accessories, essentials and beauty, electronics, and home items. Prices start at less than $1, with most items under $10.