Why Walmart launched a premium grocery label, with fancy branding to match

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, and product offerings of more premium competitors, the goal, says Walmart vice president of creative and design David Hartman,...