The retailer has announced the launch of a new private-label food brand, called Bettergoods, which will span more than 300 products. And while the company already has its own brands of pasta and other staples, this new line will focus on premium offerings, including things like cardamom rose raspberry jam and campfire-roasted salsa.

Most of the items will be priced under $5 to better compete with boutique grocers, such as Trader Joe’s or Aldi.

“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 of private brands, food, and consumables at Walmart. “The launch of Bettergoods delivers on that customer need in a meaningful way.”

Walmart will roll out products in 15 categories, ranging from plant-based to gluten-free to foods without artificial flavors. Among the offerings will be Hot Honey Seasoning (less than $3), Creamy Corn Jalapeno Chowder (under $4), Oatmilk Non-Dairy Frozen Desserts (43.44 per pint) and Carnitas, Taco or Tinga Seasonings (less than $2 each).

This is the largest private-branded food launch that Walmart has attempted in 20 years. It comes as grocery prices have steadily increased over the past four years, rising 21% since 2020, a pace that’s faster than the overall inflation rate in that time.

That has driven more consumers to Walmart as they look for ways to cut expenses. At the same time, Walmart has leaned into its own brands. Most recently it acquired TV maker Vizio for $2.3 billion in a push to grow its Walmart Connect media and digital advertising business.