I tested Walmart's new Bettergoods brand against Target's more established Good & Gather. I couldn't pick a winner.

Sun, 07/07/2024 - 05:27

Bettergoods croquettes on the left and Good and Gather lobster mac and cheese bites on the right. — The similarities between Walmart's Bettergoods brand and Target's Good & Gather brand were surprising.
Dominick Reuter/Business Insider

Walmart's new Bettergoods brand is strikingly similar to the Good & Gather line from Target.
I picked up a range of comparable items from each to see which is better.
While I couldn't pick a decisive winner, the real advantage here goes to customers.

Whether you call them store brands, private labels, or something else, companies like Target are investing big bucks to ensure shoppers don't think of their in-house offerings as "generic."