Walmart Unveils New Premium Brand Bettergoods To Broaden Appeal

Walmart has unveiled a new premium brand, Bettergoods, in the retail giant’s latest attempt to appeal to a broader consumer base and make quality food more accessible.

Bettergoods, which launched on Tuesday, April 30, is Walmart’s largest private-label brand in 20 years and the fastest private food brand the retailer has ever brought to market. The brand will have more than 300 items available by Fall 2024, with a price point between $2 and $15 and many goods available for less than $5.

According to the Associated Press, the market research firm Circana reported that 26% of the overall food and beverage market share belonged to “private brands” in 2023, which may have motivated Walmart to unveil Bettergoods. To counter inflation, more and more shoppers are looking for cheaper alternatives, which has increased the popularity of store brands.

Bettergoods’ target consumer is a younger crowd of customers who want “chef-inspired foods” at an affordable price point (and who, as such, aren’t brand loyal).

“As an industry, we’re seeing younger customers be more brand agnostic, prioritizing quality and value, and driving increased interest in private brands,” Scott Morris, Walmart’s senior vice president of private brands, food, and consumables, told the outlet.

Walmart is also looking to compete with Amazon and Target, two brands that appeal to a younger demographic and have also been expanding their premium food labels. Bettergoods is just the retailer’s latest attempt to diversify its offerings and change the public perception of the brand.

As previously reported, Wonder Group opened a 750-square-foot location inside Walmart, allowing customers to combine different dishes from multiple restaurants in one order for either delivery, dine-in, or pickup.

The single kitchen inside the Fast Fine in Walmart’s Quakertown, Pennsylvania, location handles menus from eight restaurants with a fast-casual emphasis: Limesalt (Mexican), Yasas by Michael Symon (Greek), Alanza Pizza, Tejas Barbecue, Wing Trip, Burger Baby, Fred’s Meat & Bread (sandwiches), and Room for Dessert.

As for Bettergoods, customers can start purchasing available products now both in-store and online for curbside pickup and same-day delivery. According to Walmart, the brand’s items are separated into three categories: “culinary experiences,” which spotlights innovative and trendy ingredients, plant-based products, and “made without” items that cater to different dietary lifestyles.