Retail & E-Commerce

Walmart Makes Plant-Based Affordable With Launch of Private Label Brand bettergoods

Walmart has introduced a new private label brand, bettergoods, designed to offer a wide range of high-quality, chef-inspired, and affordable food items. This marks the retailer’s most significant private brand food launch in two decades, with over 300 new items, the majority of which are priced below five dollars.

“Today’s customers expect more from the private brands they purchase – they want affordable, quality products”

The brand is structured around three main product categories: culinary experiences, plant-based options, and “made without” products for various dietary needs. This includes an assortment of items across multiple categories, such as frozen goods, plant-based, snacks, beverages, and more. A key highlight of bettergoods is its rapid market deployment, making it Walmart’s quickest private brand food introduction.

bettergoods walmart mac & cheese
© Walmart

Walmart’s Senior Vice President of Private Brands, Food, and Consumables, Scott Morris, noted the brand’s role in meeting customer expectations for private labels that combine affordability with high-quality culinary experiences. Morris stated, “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.”

Focus on plant-based products

A notable feature of the bettergoods range is its plant-based products, which include oat milk frozen desserts, macaroni and cheese, plant-based milk, and plant-based shredded cheese alternatives designed for meltability.

These products are distinctively packaged in green to simplify customer selection. David Hartman, Walmart’s vice president of creative and design, spoke to Fast Company on the packaging strategy, saying, “We wanted to make it easy for our customers to find better food alternatives. The bright, vibrant, color-on-color palette for the core assortment makes our brand easy to find and is used to express the vibrancy of the food and the joy of eating.”

bettergoods walmart ice cream
© Walmart

Private-label plant-based trends

Other major supermarket chains in the United States also provide plant-based products under their own private labels. These include 365 Everyday Value at Whole Foods Markets, Simple Truth at Kroger, and Good & Gather at Target. These private label offerings, available in diverse food categories, manage to keep prices lower than company-owned branded products due to economies of scale in purchasing and marketing, as well as reduced costs in packaging and distribution.

“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,” commented Morris.

A select variety of Bettergoods products are now available at Walmart, both in stores and online, with more items set to roll out in the fall.

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