Walmart introduces a new grocery discount brand, bettergoods


Many grocery items will be priced at $5 or less

In a bid to serve more inflation-conscious customers, Walmart has introduced a new grocery brand – bettergoods – calling it “a new elevated experience that delivers quality, unique, chef-inspired food at an incredible value.”

Many of the items bearing the new brand will be priced at $5 or less. The move is seen as the retailer’s attempt to solidify its hold on the value shoppers who have turned to Walmart as inflation has pushed prices higher over the last two 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, senior vice president, private brands, food and consumables, Walmart. 

300 items to start

To launch bettergoods, Walmart will start with 300 items that will include frozen, dairy, snacks, beverages, pasta, soups, coffee, chocolate and more. According to the retailer, the new items will fall within three categories:

  • Culinary experiences: Culinary experiences items spotlight innovative recipes, elevated ingredients and food-trend forward offerings, including specialty salts and seasonings, like Hot Honey Seasoning at an amazing value under $3, a line of jar soups, including our Creamy Corn Jalapeno Chowder for under $4 and premium Bronze Cut Pasta from Italy for only $1.97.

  • Plant-based: These products feature distinct green branding and big flavors made to be devoured. Bettergoods plant-based items provide an exceptional eating experience including decadent and smooth Oatmilk Non-Dairy Frozen Desserts customers won’t believe are plant-based for only $3.44 a pint, as well as a plant-based cheese alternative which has an incredible cheesy pull when melted for under $4.

  • “Made Without”: The Made Without pillar offers a broad 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, like Sweet Cream Dairy Creamer, made using only four ingredients, gluten free, antibiotic free, all white meat chicken nuggets and our Carnitas, Taco or Tinga Seasonings for under $2.

Industry analysts said the move is a strategic one, putting Walmart on a stronger footing to deal with increased competition from Aldi’s and Trader Joe’s.

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