Walmart launches store-label food brand as it seeks to appeal to younger shoppers
Associated PressNEW 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 who are not loyal to grocery brands and want chef-inspired foods that are more affordably priced. 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. Bettergoods joins Walmart’s other store label food brands, including Great Value and Equate, that provide lower-priced alternatives to national brand products. ”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, said.
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