The launch from the country's largest retailer comes as inflation has driven shoppers to seek less-expensive alternatives, lifting the popularity of private-label brands. Private brands in food and beverage accounted for nearly 26% of the overall market share in the number of units in that category sold last year, up from 24.7% during the previous year, according to market research firm Circana. That compares with 74.5% for national brands last year, down from 75.3% in 2022.
Walmart's rivals, including Target, have also been expanding their store labels in food.
”As an industry, we’re seeing younger customers be more brand agnostic, prioritizing quality and value, and driving increased interest in private brands,” said Scott Morris, Walmart’s senior vice president of private brands, food and consumables.