Walmart is rolling out a new store label designed to appeal to younger customers who are not brand loyal and want gourmet foods that are more affordably priced.
The company said on Tuesday that it's rolling out 300 new products, sold under the name Bettergoods, representing its largest private brand food launch in 20 years.
The new line includes upscale products such as premium bronze-cut pasta from Italy, priced at $1.97 per package, and plant-based mozzarella, which costs less than $4. The rollout comes as more shoppers are shifting to store brands, which tend to cost less than premium brands, as a way to counter food inflation.
"Today's customers expect more from the private brands they purchase – they want affordable, quality products to elevate their overall food experience," said Scott Morris, senior vice president, private brands, food and consumables, Walmart, in the statement.
Walmart said the items will range in price from $2 to $15, with most of them under the $5 mark.
Walmart said some Bettergoods items are already on shelves, but that it plans to introduce more through the fall.
Walmart said it is creating 300 products, spanning frozen, dairy, snacks, beverages, pasta, soups, coffee and chocolate among others.
Here are some of the items it announced on Tuesday:
—With reporting by the Associated Press.
Aimee Picchi is the associate managing editor for CBS MoneyWatch, where she covers business and personal finance. She previously worked at Bloomberg News and has written for national news outlets including USA Today and Consumer Reports.
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