Walmart makes a pitch to foodies

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Walmart makes a pitch to foodies

By Gina Acosta - 10/30/2017

Walmart is trying to lure more foodies to its grocery shelves with a new private label line of Italian food.

Sam’s Choice Italia features 40 products and is available now in 3,600 stores and on The assortment includes boxed dinners, bagged pastas, pesto and pasta sauces, canned tomatoes, balsamic vinegar and frozen pizzas. Walmart is working with multiple large suppliers on the new line – all based in Italy.

The Sam’s Choice Italia line is now available at Walmart stores and on and additional items will continue to roll out under the Sam’s Choice Italia line.

“Teaming up with the Italian Trade Agency is one of the many ways our Sam's Choice brand brings authentic gourmet foods to families across America at everyday low prices. We are fanatical about quality – it’s the first ingredient in everything we do,” said Jack Pestello, senior vice president, Private Brands, Walmart U.S. “Sam’s Choice Italia is just the latest example of how Walmart is continuing to improve and innovate our Private Brand offerings while staying true to quality and everyday low prices.”

Retailers such as Walmart, Kroger, Food Lion and others have been busy sprucing up their private label ranges as more consumers look for quality foods at a discount.

The Sam’s Choice Italia products were put through extensive testing conducted at Walmart’s Culinary and Innovation Center to ensure the flavors in each product stayed true to their Italian roots. This is the first time the Italian Trade Agency has worked with a U.S. retailer on a full line of private brand products.