Walmart store-label brand seeks out younger shoppers

New York — Walmart is launching the U.S. retailer's biggest store-label food brand in 20 years in terms of the breadth of items, seeking to appeal to younger customers not loyal to grocery brands who want chef-inspired foods that are affordably priced.

The brand, called Bettergoods, is just hitting Walmart stores and the company's online shopping site. Walmart said Tuesday it expects to have 300 products in the line by the fall, including frozen foods, dairy items, snacks, beverages, pastas, soups, coffee and chocolate.

The Bettergoods line is divided into three categories: plant-based options like desserts made with oat milk and non-dairy cheeses; products catering to other dietary lifestyles, such as gluten-free, or made without artificial flavors, colorings or added sugars; and “culinary experiences.” The last category features items like creamy corn jalapeno chowder and pasta from Italy.

The launch from comes as inflation has driven shoppers to seek less-expensive alternatives, lifting the popularity of private-label brands.

Private brands accounted for nearly 26% of the overall market share in the number of units in the food and beverage category sold last year, up from 24.7% during the previous year, according to market research firm Circana. That compares with 74.5% for national name brands last year, down from 75.3% in 2022.

But these store brands are becoming tastier and higher quality, mirroring national brands. Walmart's rivals, including Target, have been growing and sprucing up their own labels. Target's Good & Gather food and beverage brand, launched in 2019, has expanded to include dishes such as chicken tikka masala.

Many grocery retailers face increasing competition from Trader Joe's, which offers shoppers a treasure hunt experience with its variety of high-quality meals, ingredients and snacks.