The move comes as part of Walmart’s journey to evolve its private brands in response to changing customer preferences. According to a new survey, Walmart customers are increasingly more interested in what’s in their food, with sixty-two percent of customers saying they want more transparency and fifty-four percent saying they review food ingredients.1
This growing trend among customers is in part why last year, the retailer launched bettergoods, a quality, chef-inspired private brand which includes a line of plant-based and “made without” items, with 70% of the items under $5.
While this move is one of the largest private brand reformulations in retail history, it isn’t the first time Walmart has removed ingredients customers don’t want. Today, about 90% of Walmart U.S. food private brand products are free from synthetic dyes.