Why Walmart launched a premium grocery label, with fancy branding to match

The packaging for Walmart’s Bettergoods line looks like something you might find in Target. That’s intentional.

Walmart’s new private label brand, Bettergoods, doesn’t look like what you might expect a Walmart private-label brand to look like. And that’s entirely the point.

The discount retailer is pitching the new brand to shoppers looking for “elevated culinary experiences,” according to the company. With a vivid and colorful new brand identity that has the looks, messaging, and product offerings of more premium competitors, the goal, says Walmart vice president of creative and design David Hartman, was to create a brand that’s “as desirable as the leading national brands.”