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The packaging for Walmart’s Bettergoods line looks like something you might find in Target. That’s intentional.
Walmart’s new private label brand, Bettergoods, doesn’t look like what you might expect a Walmart private-label brand to look like. And that’s entirely the point.
The discount retailer is pitching the new brand to shoppers looking for “elevated culinary experiences,” according to the company. With a vivid and colorful new brand identity that has the looks, messaging,...