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

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.

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."

The latest significant entry into this premium owned-brand space comes from Walmart, which in April announced its Bettergoods line as the company's "largest private brand food launch in 20 years."

While the brand emphasizes interesting taste combinations and plant-based recipes, I found a closer look at the products revealed a striking resemblance to another shopper favorite: Target's Good & Gather.

Target launched Good & Gather five years ago, promising food products free of artificial flavors, colors, and high-fructose corn syrup, and has grown the line to include over 2,000 products. Walmart had 300 products in April.

Good & Gather now generates more than $3 billion in sales for the Bullseye, so it's no surprise that Walmart would want a slice of the action.

To better understand the competition Bettergoods represents, I figured a taste test was in order.