Walmart launches 'Built for Better,' an online 'purposeful' shopping destination for customers

By Mary Ellen Shoup contact

- Last updated on GMT

Photo Credit: Walmart
Photo Credit: Walmart

Related tags: Walmart, Sustainability, Fair trade usa

As consumers increasingly seek out sustainable and wellness-focused products, Walmart has created a dedicated online shopping destination to help consumers discover products considered to be better for their personal health and better for the environment.

While Walmart has historically been focused on providing value and discounts to its customers, its 'Built for Better' program represents an evolution of the retailer's promise to shoppers, said Jane Ewing, Walmart senior vice president, sustainability.

"For many of our customers, living better means shopping intentionally and prioritizing brands and products that align with the things that matter to them, whether it be healthy foods, clean living or sustainability. But we know shopping with purpose often takes extra time. It requires researching products and reading labels, all of which can be overwhelming for our busy customers," ​said Ewing.

Products included in the new program (accessible through are marked by a "Built for Better—For You” or "Built for Better—For the Planet" and span a range of categories food and beverage and beauty to baby and home products. 

Within the food and beverage category, the Built for Better icon will highlight "more nutritious products or those that meet independent and authoritative standards that recognize products made without specific materials or ingredients customers may not want,"​ said Ewing.

Some of these standards include Bee Better Certified, Best Aquaculture Practices (BAP), and Fair Trade Certified. Walmart has identified more than 2,000 products that qualify as part of the program and will continue to expand its assortment.

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