Walmart’s Bettergoods line is turning into one of the most powerful case studies in the evolution of private-label branding. Launched just over a year ago, the upscale yet affordable food brand has already approached $500 million in sales—a figure that caught attention during Walmart’s latest earnings call. But this isn’t just about Walmart. It’s a signal to the broader food industry: private label is no longer playing second fiddle to national brands—it’s setting the pace.
Why Bettergoods Is Working
With over 400 items and nearly 70% of them priced under $5, Bettergoods has managed to blend premium appeal with mass affordability. Walmart structured the brand around three smart pillars:
• Chef-inspired recipes
• Plant-based offerings
• “Made without” claims (targeting allergen-conscious and clean-label consumers)
The brand’s success is also measurable in loyalty: nearly 40% of Bettergoods customers are repeat buyers. That’s a remarkable stat in a market flooded with choices, and it reflects a deeper shift in consumer trust toward private label.
What It Means for the Rest of the Industry
Retailers and manufacturers should take this as more than a trend—it’s a blueprint. Here are three key takeaways:
1. Private Label Is No Longer Basic
Gone are the days when private-label meant bland packaging and budget formulas. Today’s consumers—especially younger shoppers like Gen Z—expect value and quality. Offering elevated, restaurant-inspired or global flavors under your store’s brand can deepen customer loyalty and boost margins.
2. Health-Conscious Products Win
Bettergoods isn’t just better branding—it’s better-for-you food. Plant-based options and clean-label cues (“no artificial preservatives”) are driving purchase decisions. If your lineup isn’t evolving toward these preferences, you’re missing out on what shoppers now consider table stakes.
3. Frozen and Shelf-Stable Products Are Key Growth Areas
Convenience remains king, and frozen and shelf-stable categories are ideal platforms for innovation. From plant-based frozen meals to snackable vegetables and fruit-forward desserts, consumers are looking for modern, flexible solutions that fit their lifestyles—and private-label products are uniquely positioned to meet that need.
Final Thoughts: Don’t Wait to Innovate
Walmart’s Bettergoods success isn’t just a win for them—it’s a wake-up call for others. Food businesses, from retailers to co-packers and ingredient suppliers, should take a hard look at how their offerings align with modern consumer values: health, affordability, convenience, and transparency.
If your company is looking to innovate with better-for-you frozen produce, ingredients, or co-packed solutions, let’s talk. At Noon International, we help food businesses develop and deliver standout products that meet today’s market demands.
Source: Food Business News – “Bettergoods is turning into big business for Walmart“
The Noon International Team
Trusted Supplier of Frozen Fruits & Vegetables for 50 Years
www.noon-intl.com
+1 (206) 283-8400
sales@noon-intl.com
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