Sam’s Club, the membership warehouse club division of Wal-Mart Stores, Inc., has upgraded its Member’s Mark private brand by investing in hand-picked ingredients and premium products across its food and general merchandise categories.

The company said it formed a team of product developers, culinary experts and food scientists to ensure each item emphasizes quality and value. Over the past year, the individuals worked together to streamline 21 private brands into one revamped line: Sam’s Club Member’s Mark.

“In the past we made sure we were competitive with national brands,” said Chandra Holt, vice-president of private brands for Sam’s Club. “But in today’s environment, a lot of our members want better than that. Our goal is to make sure every Member’s Mark item is developed based on what our members want today.”

Sam’s Club said it is introducing 300 brand new items this year, and will renovate twice that amount during 2017. The company also said it plans to add about 300 new items per year under the private label brand, which will span from fresh food to apparel to health and wellness.