What is the deal with Wal-Mart going retro with their store brands ?

My parents told me when they were growing up in the 80’s,grocery stores did not carry store brands but generic brands instead. The packaging was usually plain white with just basic black lettering, it was considered much lower quality & if you brought it to school,you would definitely be ridiculed.
A few months ago Wal-mart changed their store brands to a more basic,less fancy packaging similar to the old generic brands. Is there a reason for this ?

PS:I have no desire to hear from the bitter weirdos and their cornball BS !! e.g “Food is food,what difference does it make,just be happy that you have it !!