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I visited Walmart and saw more than 25 premium items you might not expect to find there

Dominick Reuter in front of a Walmart.
I visited my local Walmart Supercenter to find which premium items the retailer now carries.
  • Walmart primarily focuses on delivering ultra-low prices, which sometimes means lower quality.
  • However, the retailer plans to stock more premium items to attract wealthier shoppers.
  • I visited Walmart to see which fancy brands and products it already carries.

There's a reason "Save money" comes before "Live better" in Walmart's well-worn motto.

The Bentonville-based retail giant's primary focus since day one has been to drive down costs and offer rock-bottom prices. Before 2007, its motto was "Always low prices."

The strategy has served it well, even if there are sometimes necessary compromises regarding product quality.

But in recent years, the company has taken steps to shake the characterization of cheapness in favor of value, part of a larger push to attract higher-income shoppers with the sort of products and brands you'd see at Target or Whole Foods.

And now, with the announcement this week of its upscale Bettergoods private label grocery brand, Walmart is leaning more into the second half of its slogan.

Before the new products hit shelves, I visited my local Supercenter to see what premium items the retailer already carries.

Organic produce
Organic produce for sale at Walmart.
Organic produce for sale at Walmart.

Walmart is the biggest grocery retailer in the US, and the category represents 60% of the company's sales. Not only do they carry a full selection of produce, a lot of it is certified organic.

Naked juices
Naked juice for sale at Walmart.
Naked juice for sale at Walmart.

Naked juices can be found at many different stores, but wherever you find them, they aren't cheap. The per-ounce price is almost twice that of regular Tropicana orange juice.

Huge take-and-bake pizzas
Take and bake pizzas at Walmart.
Take and bake pizzas at Walmart.

Some of Walmart's in-house brands are pretty eye-catching, like these extra large take-and-bake pizzas that have a pound of high-quality toppings.

Rana pastas
Rana pastas at Walmart.
Rana pastas at Walmart.

There have been stretches where my household will go through a pack or two of Rana a week. The freshness of the pasta enhances an otherwise basic dinner.

Lobster tails
Lobster tail at Walmart.
Lobster tail at Walmart.

Sam's Choice brand is another private label offering from Walmart, which ranks on par with Costco's popular Kirkland Signature brand.

Cornish hens
Cornish hens at Walmart.
Cornish hens at Walmart.

Any bird that's not a regular chicken or turkey counts as fancy in my book, since it likely requires some special preparation to get right.

Tazo, Kencko, and boba tea drinks
Tazo and premium tea drinks at Walmart.
Tazo and premium tea drinks at Walmart.

I haven't tried any of these drinks, but Tazo teas are usually a hit, and the others look appealing.

Newman's Own salad dressing
Newman's Own salad dressings at Walmart.
Newman's Own salad dressings at Walmart.

Opinions may vary on whether Newman's Own counts as "fancy," but the products have a long-standing and well-earned reputation for quality.

Rao's pasta sauces
Newman's Own and Rao's pasta sauces at Walmart.
Newman's Own and Rao's pasta sauces at Walmart.

Next to the Newman's Own pasta sauces are a broad selection of Rao's, which sell like mad at Costco. Rao's recipes are based on one of New York's most beloved restaurants. The sauce brand was acquired by Campbell's last year.

Boom Chicka Pop snacks
Boom Chicka Pop snacks at Walmart.
Boom Chicka Pop snacks at Walmart.

After rebranding from Angie's Kettle Corn, Boom Chicka Pop has exploded in popularity in the healthy snack category.

Spindrift, Waterloo, and Bubly seltzers
A variety of seltzer waters at Walmart.
A variety of seltzer waters at Walmart.

There was a time when La Croix was the only sparkling water brand with interesting flavors. Now, a variety of brands have entered the market.

A plethora of water enhancers
Water enhancers at Walmart.
Water enhancers at Walmart.

Water enhancers are another fast-growing product category, and Liquid IV is a popular one also sold at Costco and Target.

Organic kids' drinks
Organic kids' beverages at Walmart.
Organic kids' beverages at Walmart.

Health-conscious parents on-the-go can also find organic juice and milk in single-serving portions.

A wall of olive oils
A whole lot of olive oil options at Walmart.
A whole lot of olive oil options at Walmart.

I didn't take the time to inspect each offering on the wall of oil, but there was a surprising amount of variety where I would have expected to see maybe two or three choices.

Ben & Jerry's and Van Leeuwen ice creams
Premium ice creams at Walmart.
Premium ice cream at Walmart.

Yes, there are fancier ice creams than Ben & Jerry's, but they still rank as premium in my book. As for Van Leeuwen, the brand occasionally makes news for creating really odd flavors, like Ranch, that are sold exclusively at Walmart.

Impossible and Beyond plant-based meats
Organic plant-based meats at Walmart.
Organic plant-based meats at Walmart.

Meatless Mondays are within reach with plenty of plant-based protein options in the frozen section.

Kerrygold and other premium butters
Premium butter selections at Walmart.
Premium butter selections at Walmart.

Like olive oil, a store's butter selection is a chance to shine, and once again, I was surprised to see four upscale butter brands next to the more conventional offerings.

Nutpods and Chobani coffee creamers
Nutpods and Chobani coffee creamers at Walmart.
Nutpods and Chobani coffee creamers at Walmart.

Nutpods started as a home-based business before winning Amazon's small business of the year award. The plant-based coffee creamer is now in a wide range of grocery stores across the US.

Chobani and Noosa yogurts
Chobani and Noosa yogurts at Walmart.
Premium yogurts for sale at Walmart.

There were several upscale yogurt options, including Chobani and Noosa.

Gerber kid's clothes
Gerber kids' clothes at Walmart.
Gerber kids' clothes at Walmart.

As a parent of toddlers, I'd say Walmart does quite well when it comes to children's clothing. This offering from Gerber is made from a special viscose fiber, and Garanimals clothes hold up remarkably well to playground use.

Honest infant supplies
Honest infant supplies at Walmart.
Honest infant supplies at Walmart.

Jessica Alba's Honest makes a point to keep unnecessary chemicals out of its health and beauty products.

A 70-inch 4K TV
A 70-inch 4K TV at Walmart.
A 70-inch 4K TV at Walmart.

Walmart sells a lot of TVs, especially from its in-house tech brand Onn. As flat panel screens become increasingly similar, a 70-inch smart TV for less than $400 stands out.

Rtic coolers
An Rtic cooler at Walmart.
An Rtic cooler at Walmart.

Rtic is right up there with Yeti in the ultra-rugged cooler department. In other words, this is about as cold and tough as it gets.

Quip toothbrushes
Quip toothbrushes at Walmart.
Quip toothbrushes at Walmart.

From launching as a direct-to-consumer startup almost a decade ago, Quip is now offering its clever toothbrushes at major retailers like Walmart and Target.

Olly vitamins
Olly vitamins at Walmart.
Olly vitamins at Walmart.

These fancy gummy vitamins always catch my eye at Target.

Bare Republic mineral sunscreen
Bare Republic mineral sunscreen at Walmart.
Bare Republic mineral sunscreen at Walmart.

Mineral sunscreen for $14 seems straight out of Whole Foods.

Coming soon: Bettergoods
Walmart's new Bettergoods grocery brand.
Walmart's new Bettergoods grocery brand.

Of course, the big grocery news this week is the Bettergoods brand, which takes a few cues from competitors like Whole Foods, Trader Joes, and Target. Walmart says it has over 300 items arriving this year, with most costing less than $5.

Read the original article on Business Insider
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