Walmart refreshes Great Value
Walmart unveiled a modern redesign of its Great Value private‑label brand, which it says reaches nine out of ten U.S. households. The relaunch signals a retailer effort to sharpen private‑label appeal amid shoppers trading down. (reuters.com) (morningstar.com)
Walmart is giving Great Value its first full redesign in more than a decade, with new packaging rolling out across its biggest store brand. (corporate.walmart.com) The company said April 15 that Great Value remains the same product at the same “Every Day Low Prices,” but the look is changing to brighter colors, larger product names and clearer icons meant to make items easier to spot on shelves and online. (corporate.walmart.com) Walmart said Great Value launched in 1993, now appears in nine out of 10 United States households, and is its largest private brand as well as the largest food and consumables consumer packaged goods brand in the country. (businesswire.com) The redesign lands as retailers push harder on private labels, the store-owned brands that usually sell below national labels and keep more margin inside the chain. United States private-label sales reached a record $282.8 billion in 2025, according to Private Label Manufacturers Association data based on Circana figures. (plma.com) That growth has been faster than national brands. The Private Label Manufacturers Association said 2025 private-label sales rose 3.3% from 2024, while national brands grew 1.2%, and dollar share climbed to 21.3%. (grocerydive.com) Walmart is already one of the biggest players in that shift. CNBC reported April 15, citing Numerator, that the top five private-label brands by household penetration in the United States all belong to Walmart. (cnbc.com) The company has been updating the rest of its brand system too. In January 2025, Walmart introduced a refreshed corporate wordmark, color palette and “spark” symbol across its stores and digital channels. (corporate.walmart.com) Great Value is also part of a broader overhaul inside Walmart’s food aisles. In October 2025, the retailer said it would remove synthetic dyes and more than 30 other ingredients from its United States private-brand food products by January 2027. (corporate.walmart.com) Walmart said the new Great Value packaging will reach shelves and Walmart.com in phases, keeping the old promise intact while trying to make the brand look less generic and more deliberate. (corporate.walmart.com)
