In recent years, Walmart has significantly evolved its private-label strategy to meet the demand for healthier, more transparent, and high-quality food products. While the retailer has long offered budget-friendly options, it has more recently introduced specialized brands to cater to a new generation of health-conscious consumers. Knowing which brand to trust is key to navigating the aisles efficiently and making nutritious choices.
The Rise of Bettergoods: Walmart's Premium Answer
Launched in 2024, Bettergoods is Walmart’s largest and fastest-growing food private brand in two decades, and it represents the company's most direct effort to offer healthier, trend-focused culinary experiences. Positioned as a more premium alternative to the budget-focused Great Value line, Bettergoods is centered around three distinct culinary pillars to appeal to modern dietary trends.
Decoding the Bettergoods Product Pillars
- Culinary Experiences: This pillar is dedicated to innovative recipes and elevated ingredients that bring gourmet flavors to everyday meals. Shoppers can find exciting options like specialty sauces, wood-fired pizzas, and flavored butters. These products offer an affordable way to experiment with new tastes and cuisines.
- Plant-Based: Catered specifically to the rising popularity of vegan and plant-based diets, this category features distinct green packaging for easy identification. The line includes products like oat milk-based frozen desserts and dairy-free macaroni and cheese, making it easier for shoppers to find vegan-friendly items without extensive label reading.
- "Made Without": This category focuses on catering to specific dietary needs by offering products free from certain common additives or ingredients. The labels explicitly state what is not included, such as gluten, artificial flavors, artificial colorings, added sugars, added hormones, or steroids. Examples include gluten-free chicken tenders and dye-free sanding sugar.
While Bettergoods offers many healthier alternatives, it's still a mix of both wholesome and indulgent items. Shoppers should always read the nutritional information, as some products, like ice cream or dessert macarons, remain processed foods.
Beyond Bettergoods: Other Walmart Brands for Healthy Eating
Walmart's commitment to private-label food isn't limited to a single brand. Several other in-house lines provide distinct healthy options for a complete diet.
- Marketside: Known for fresh prepared foods, Marketside is a reliable source for ready-to-eat items like salads, fresh produce, and gourmet entrees. The brand's organic spring mix and chopped salad kits are popular choices for quick, nutritious meals. While Marketside offers convenient and fresh options, some items, particularly dips and baked goods, may contain less healthy ingredients.
- Great Value Organic: For shoppers focused on avoiding synthetic pesticides and genetically engineered ingredients, the Great Value Organic line provides certified organic staples at affordable prices. The range includes everything from organic milk and oats to flours and beans. It's a reliable budget-friendly source for clean-label basics, though the general Great Value brand has been criticized for additives in some other products.
- Fresh Produce and National Brands: Walmart’s commitment to offering healthy choices also extends beyond its private labels. In the produce section, Marketside offers a variety of fresh organic items. Additionally, the stores carry numerous popular national healthy brands like Kodiak, Kashi, Fage, and Applegate.
Making the Right Choice: Bettergoods vs. Great Value Organic
Choosing between Walmart's in-house brands depends on your specific dietary priorities and budget. A comparison of Bettergoods and Great Value Organic highlights their different strengths.
| Feature | Bettergoods | Great Value Organic |
|---|---|---|
| Primary Focus | Trend-forward, culinary experiences, plant-based, and "made without" additives. | Affordably priced, USDA-certified organic staple products. |
| Price Point | Positioned as premium, with most items under $5 but can range higher; more expensive than Great Value. | Intended for budget-conscious consumers seeking organic products at low prices. |
| Ingredient Philosophy | Varies by pillar; emphasizes dietary preferences like plant-based, gluten-free, or no artificial colors. Some products are still processed. | Adheres strictly to organic certification standards, meaning no synthetic pesticides, fertilizers, or GMO ingredients. |
| Product Types | Innovative snacks, premium frozen foods, sauces, dips, and gourmet-style pastas. | Core grocery staples like milk, oats, pasta, and vegetables. |
Conclusion
While Bettergoods has emerged as Walmart's flagship brand for trend-forward, healthier options, it is not the retailer's only answer for a nutritious diet. For those seeking premium, innovative, and dietary-specific choices, Bettergoods offers an exciting and affordable path. At the same time, the Great Value Organic line provides a reliable and low-cost source for essential organic staples. For fresh, ready-to-eat meals, Marketside is a go-to. Ultimately, the best strategy is to combine products from these brands, always checking labels and prioritizing whole foods, to build a balanced and budget-friendly diet from Walmart's extensive offerings. For more on the brand's launch, you can read Walmart's corporate announcement.
