Walmart launches ‘bettergoods,’ to make ‘elevated culinary experiences’ accessible for all

April 30, 2024

As part of Walmart’s mission to make quality, great tasting food accessible to customers, the retailer has announced its latest private brand innovation,—bettergoods—a new elevated experience that delivers quality, unique, chef-inspired food at an incredible value, the chain store says in a press release.

Bettergoods marks Walmart’s largest private brand food launch in 20 years—and the fastest food private brand Walmart has brought to market—highlighting the speed with which Walmart can bring trend and innovation to market at scale.

“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. “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.”

Unlike many private brands that provide direct alternatives to national brand offerings at a lower price, many bettergoods items are totally unique to Walmart, introducing customers to new and exciting flavors and concepts. And Walmart customers can expand their culinary horizons with confidence

Bettergoods items range from under $2 to under $15, with most products available for under $5. Bettergoods is designed to delight, with 300 items spanning Walmart’s aisles—including frozen, dairy, snacks, beverages, pasta, soups, coffee, chocolate and more.

Bettergoods items fall within three distinct category pillars:

  • 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 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 include Oatmilk Non-Dairy Frozen Desserts for only $3.44 a pint; as well as a plant-based cheese alternative that 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. Sweet Cream Dairy Creamer is made using only four ingredients.

Tasting is believing, and customers can shop select bettergoods products now, in stores and on for curbside pickup and same-day delivery, with the full line continuing to roll out over the coming months.

Research contact: @Walmart