The Better Valu™ Story

Better Valu™ is a line of store brand groceries, also called a private label or private brand, that can be found exclusively at participating supermarkets, and other retailers who want to help YOU save money on groceries.

Created to help shoppers save money on food and household items, the brand has been around since the early 1980s. Today, Better Valu™ brand can be found from coast to coast.

"Thank you for saving our budget!" - June B.

"We tried Better Valu at first to save money on groceries. It turns out my whole family loves the taste of all the private brand products we've tried. Thank you for making such high quality generic food items." - Ana P.