Walmart launches store-label food brand as it seeks to appeal to younger shoppers

By ANNE D’INNOCENZIO
AP Retail Writer

NEW YORK (AP) — Walmart is launching its biggest store-label food brand in 20 years in terms of its breadth of items. It’s an attempt to appeal to younger customers who are not brand loyal and want chef-inspired foods priced more affordably. The country’s largest retail said Tuesday that the brand, called Bettergoods, is just starting to land in Walmart stores and online. By this fall, there will be 300 products, spanning frozen, dairy, snacks, beverages, pasta, soups, coffee, chocolate among others. The launch comes as inflation has driven shoppers to seek less-expensive alternatives, lifting the popularity of private-label brands.