Walmart rolls out a fancy private-label grocery brand to lure wealthier shoppers

Whole Foods vibes… for Great Value prices. Walmart’s dropping its largest private store brand in two decades. The label, Bettergoods, will feature products like cardamom rose raspberry jam, curry-chicken empanadas, oat-milk ice cream, and hot honey seasoning. Walmart said it plans to add 300+ Bettergoods items to its shelves this year, and most will cost under $5. Walmart is already America’s largest grocer, and it said that its store brands are growing across all demographics (especially Gen Z).

• Generics giant: Bettergoods will join Walmart's other private labels, including its popular Great Value line. At Walmart’s Sam’s Club, private labels drive 30% of sales.

• Coupon clip: Walmart and other low-priced grocery chains like Aldi and Trader Joe's have benefited as shoppers opt for budget-friendly purchases.

Retail’s private-label push… Higher-income customers have been moving to discount retailers as inflation hikes the prices of weekly grocery runs. Recent data showed households making $100K to $150K were Walmart’s second-largest group of shoppers last year. As more folks trade down, retailers are adding more-affordable store brands to keep carts full. Kroger said it plans to release 800+ new private-label products this year. And last month Target launched a toy label, adding to its store brands like Dealworthy and Up&Up.