Walmart’s new store brand, Bettergoods, is its most extensive private-label food launch in decades. Featuring a diverse range of products, including seasonings, plant-based cheeses, and Italian bronze-cut pasta, Bettergoods currently includes about 80 OU kosher-certified products, with plans for this number to grow.
The prevalence of OU kosher-certified products among the store brands of major retailers affirms the value of kosher certification, specifically OU Kosher. And OU certification aligns with the audience Bettergoods and its competitors are prioritizing.
According to Bazaarvoice research, ingredient labels significantly influence purchasing decisions.
For example:
- 74% of parents value natural and/or organic ingredients in baby food.
- 81% prioritize ‘clean’ and/or ‘paraben-free’ ingredients in baby body care products.
- 56% consider organic ingredients important in cooking and baking.
- 48% prefer gluten-free ingredients.
- 44% value plant-based ingredients.
The Importance of OU Kosher Certification Across Retailers
The private label reach of OU Kosher certification extends well beyond Walmart, reflecting its importance and trustworthiness. Many top retailers feature a significant number of OU Kosher certified products and include:
- Kroger: 5,400 OU-certified products.
- Supervalu: 3,150 OU-certified products.
- Sysco: 3,800 OU-certified products.
- Target: 3,100 OU-certified products.
- Trader Joe’s: 1,480 OU-certified products.
- Walmart: 4,650 OU-certified products.
Stylized Packaging and Affordable Quality
Designed to appeal to a younger customer base, Bettergoods features stylized, colorful packaging that is meant to appeal to the Trader Joe’s-meets-Target customers. And as inflation impacts consumers, Bettergoods offers a budget-friendly option without compromising quality. Scott Morris, Senior Vice President of Private Brands, Food and Consumables at Walmart, emphasized, “Today’s customers expect more from the private brands they purchase – they want affordable, quality products to elevate their overall food experience. The launch of Bettergoods delivers on that customer need in a meaningful way. Bettergoods is more than just a new private brand. It’s a commitment to our customers that they can enjoy unique culinary flavors at the incredible value Walmart delivers.”
Carefully Curated Products from Around the World
Bettergoods joins Walmart’s roster of private brands, offering a take on the culinary experience with elevated taste, flavor, and variety. Curated by Walmart’s experienced product development team, who collaborated with suppliers worldwide to source quality, trend-forward ingredients and flavors, Bettergoods brings these culinary concepts to customers at Walmart’s more affordable prices.
Examples of OU Kosher-Certified Bettergoods Products
Some examples of OU Kosher certified products from the Bettergoods line:
- Plant-Based Vanilla Oatmilk Non-Dairy Frozen Dessert
- Strawberries & Cream Premium Ice Cream
- Heirloom Blue Corn and Multigrain Tortilla Chips
- Sriracha Aioli
- Gluten-Free Pumpkin Spice Muffin Mix
Evolution of Private Label Brands
Private label brands have evolved significantly, transitioning from perceived lower-quality, budget options to high-quality, innovative products. Retailers like Walmart have invested heavily in product development, sourcing quality ingredients, and responding to consumer trends.
The launch of Bettergoods marks a significant milestone for Walmart in that it is targeting a consumer that is not historically typical for them. The presence of OU Kosher certification as a label claim that’s part of that strategy also highlights the value of kosher certification across the food industry.