Walmart Gives 'Great Value' A Much Needed Update

Walmart used Wednesday to unveil the first full refresh of its "Great Value" store brand in more than a decade. The refresh will cover nearly 10,000 food and consumables items, with the updated packaging beginning to appear next month and expanding over time. Perhaps most importantly, Walmart said the products themselves and their pricing are not changing.

Store brands have been gaining ground as shoppers stay price-conscious, and Walmart is trying to make sure its biggest private label looks like a confident choice a customer wants to make, instead of a budget-friendly compromise they have to make. Great Value is Walmart’s largest private brand, and Walmart says private brands account for about a quarter of Walmart U.S. merchandise sales, giving this announcement more weight than a cosmetic tweak. It is really a shelf-level effort to strengthen one of the retailer’s most useful tools for keeping customers inside the Walmart ecosystem a little longer.

The redesign also has a practical angle that makes it easier to grasp. Walmart said the new packaging will place nutritional information and product benefits more consistently across Great Value food items, while using stronger food imagery to make products easier to identify in stores and in digital shopping. That is meant to help both everyday customers and the workers picking online orders move faster. This update is meant to make the giant private-label brand easier to stock, spot, and shop.

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