Walmart refreshes Great Value

Walmart is giving Great Value its first major redesign in more than a decade, with new packaging set to start reaching shelves in May. (corporate.walmart.com) The overhaul covers nearly 10,000 food and consumables items, and Walmart said the full rollout will take 18 to 24 months. Prices and product formulas are staying the same. (corporate.walmart.com) Walmart said the new look uses brighter colors, larger product photography and more consistent nutrition labels to make items easier to spot in stores and online. Salty snacks arrive first, followed by categories including cereal, cream cheese and sour cream. (cnbc.com) David Hartman, Walmart’s vice president of creative, told CNBC that customer research found shoppers trusted Great Value on price and quality but did not always feel proud to put the products on the table at home. Walmart framed the redesign as a way to improve “shoppability” without changing the products themselves. (cnbc.com) (corporate.walmart.com) The timing lines up with a broader store-brand push across United States retail. Private-label sales reached $330 billion in 2025, according to Circana data reported by Food Business News. (foodbusinessnews.net) Circana said in February 2025 that private-label growth had expanded beyond bargain hunting, with shoppers increasingly treating store brands as credible alternatives on quality and variety. That shift has given retailers more reason to spend on packaging, product development and shelf placement. (circana.com) Walmart is the largest grocer in the United States, so changes to Great Value reach a huge share of pantry and household purchases. Retail Dive described the brand as a 30-plus-year-old line that spans grocery and consumer products across the chain. (retaildive.com) The redesign also reflects how private labels now compete on image as well as price. CNBC reported that Walmart wants Great Value to look more modern and colorful as retailers try to make their own brands feel less generic and more comparable to national labels. (cnbc.com) For shoppers, the immediate change is visual, not functional: new bags, boxes and tubs will begin appearing in May, while the food inside and the price on the shelf stay the same. (corporate.walmart.com)