Introducing Bettergoods: Walmart's New In-House Food Line
Walmart's launch of Bettergoods in 2024 marks a major shift in how the retail giant is approaching the modern food market. With a focus on affordability and culinary innovation, Bettergoods is segmented into three distinct categories: Culinary Experiences, Made Without, and a significant Plant-Based pillar. For vegan and plant-based consumers, the new vegan brand at Walmart is its green-labeled Bettergoods products, which are specifically formulated without animal-derived ingredients. This strategic move mirrors similar efforts by other retailers, such as Target's Good & Gather, to provide trendy and high-quality in-house food options at a lower price point.
The Plant-Based Pillar: A Diverse Product Lineup
The Bettergoods plant-based line is surprisingly diverse and extensive, moving far beyond basic plant milk to offer a variety of meals, snacks, and staple items. This range provides a convenient one-stop-shop for those following a vegan diet or simply looking to incorporate more plant-based foods into their routine. The brand's products are easily identifiable by their distinct green-toned packaging, making them easy to spot in the aisle.
Notable vegan products from the Bettergoods line include:
- Frozen Desserts: Oat milk-based frozen desserts are available in multiple flavors, such as Mint Chocolate Chip and Salted Caramel. These are presented as a wallet-friendly alternative to premium national brands, often priced significantly lower.
- Cheese Alternatives: Shoppers can find vegan mozzarella and cheddar shreds that are designed to melt and stretch like their dairy counterparts. These replaced some of the previous plant-based options offered under the Great Value brand.
- Macaroni and Cheeze: This offering comes in two flavors, Original and White Cheddar Style, providing a quick and easy vegan meal solution.
- Meat Alternatives: The line includes plant-based chick'n nuggets, which offer a frozen, convenient protein source for a variety of meals.
- Baked Goods and Snacks: Examples include gluten-free and vegan cookie bites and colorful vegan candy such as sour belts and gummy cockatoos.
- Milk Alternatives: The Bettergoods brand also features its own line of chocolate and original almond milk.
Quality and Affordability: A Winning Combination
According to Walmart executives, the goal of Bettergoods is to deliver on customers' expectations for affordable, high-quality, and on-trend culinary experiences. With the majority of items priced under $5, the brand makes plant-based eating more accessible to a wider demographic of shoppers. This strategy helps democratize access to innovative foods that were once reserved for specialty stores or higher-priced brands. The focus on flavor and texture ensures that consumers aren't sacrificing taste for a lower price, which is crucial for repeat purchases and the overall success of the brand.
Bettergoods vs. National Brands: A Comparative Look
To fully understand the value proposition of Bettergoods, it's helpful to compare its vegan offerings to established national brands that have long held shelf space at Walmart and other retailers. This comparison highlights how Walmart's private label is disrupting the plant-based market.
| Feature | Bettergoods (Walmart Private Label) | Established National Brands (e.g., Gardein, Beyond Meat) |
|---|---|---|
| Price Point | Generally lower, with most items under $5. | Often higher, reflecting brand recognition and market position. |
| Availability | Available at Walmart stores and on Walmart.com; exclusive to the retailer. | Widely available across many grocery store chains, including Walmart. |
| Product Focus | Broad range of products including frozen desserts, cheeses, and meal components. | Traditionally focused on specific categories, such as Gardein's protein alternatives. |
| Branding | Unique, modern packaging with a specific green color for plant-based items. | Recognizable brand-specific packaging, often with a long-standing reputation. |
| Market Position | Positioned to elevate the shopping experience by offering affordable, trendy options. | Often seen as the industry standard for specific products; less focus on affordability as a primary selling point. |
The Impact of Private Label Expansion
Walmart's investment in a dedicated plant-based pillar for Bettergoods is a strong indicator of the growing consumer demand for vegan products. By offering a wide array of options under its own house brand, Walmart can control pricing and ensure consistent availability. This moves vegan products from niche status to a mainstream, everyday item, which can have a significant positive impact on the affordability and visibility of plant-based foods across the United States. For conscious consumers, this provides more choice and competition in the marketplace, which can lead to even better products and prices in the future. The initiative also aligns with Walmart's broader corporate goals around sustainability by increasing plant-based offerings.
Conclusion: A Game Changer for Vegan Shopping
For anyone asking what is the new vegan brand at Walmart, the answer is Bettergoods, and it represents a major win for the plant-based community. The brand's extensive, affordable, and high-quality vegan product line makes it easier than ever to fill a grocery cart with delicious, animal-free options without breaking the bank. From creamy oat milk ice creams to meltable cheese shreds, Bettergoods proves that convenience and budget-friendly pricing do not need to come at the expense of quality or taste. As Walmart continues to expand the Bettergoods line, shoppers can expect even more innovative and exciting plant-based choices to hit the shelves.
