Walmart bettergoods private label brand combines value with culinary trends
In a world where food costs continue to influence consumer purchases, the new Walmart bettergoods private label brand seeks to change the conversation. While the value is enticing, the elevated culinary offerings have people coming back for more.
On the heels of the special Walmart+ members sneak peek sale, the retail giant understands that consumers want more with their typical food purchases. Whether it is being part of a select group or keeping the budget in check, people are choosing not to carelessly make purchases without a thought.
Recently, private label brands have replaced some well-known brands in the grocery store basket. Even though the cereal box might not have a smiling character on the front, shoppers are willing to trade that packaging for the cost-effective option. More importantly, the food inside the box is just as tasty as the other alternative.
Walmart bettergoods is the private label innovation consumers want
As the company's largest private food brand launch in 20 years, the Walmart bettergoods line does more than just fill a gap on the shelf. It is a forward-thinking concept that offers value while embracing food trends.
According to Scott Morris, senior vice president, private brands, food and consumables, Walmart, “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. 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.”
The bettergoods line covers a wide array of food items from the freezer to the pantry. With over 300 items in the line, the prices range from $2 to $15. The majority of items are priced under $5.
Since the line is so robust, Walmart broken the expansive line into three categories, Culinary Experiences, Plant-based, and “Made Without.” All three categories are part of various food trends that consumers have embraced. But, unlike other stores, these items are more budget-friendly.
From the hot honey and specialty seasonings in the culinary line to the wide array of lifestyle friendly options in the “Made Without” segment, consumers can feel unafraid to try something new without having to totally derail the budget. Sometimes the willingness to experiment can lead to a whole new flavor discovery.
While Walmart has the means to rollout this large-scale private label offering, the concept only reaffirms that consumers are willing to step away from the big brand names when a private label offering delivers the flavor and value that people crave. Whether or not the store gives prime shelf space to its own offerings versus the classic brands remains to be seen. But, the power in the purchase will determine which products are on the shelf and in people’s baskets.
The new Walmart bettergoods line is rolling out in stores now. More information can be found on the Walmart website and at local stores.