Walmart is introducing Bettergoods, a new store brand targeting younger, less brand-loyal consumers with a preference for gourmet yet affordable food options. The launch is the largest in 20 years for the retailer and includes 300 new items ranging from premium Italian pasta to plant-based mozzarella, with most products priced under $5. The lineup, which includes frozen goods, dairy, snacks, beverages, and more, aims to provide an elevated culinary experience at a lower cost, reflecting an increased customer shift towards store brands amid rising food prices. Some Bettergoods items are already available, with more expected to be rolled out through the fall.