Walmart has begun a comprehensive redesign of Great Value, its flagship private brand. The refresh — the first full overhaul in more than a decade — spans nearly 10,000 food and consumables items, making it the most extensive private brand update in Walmart’s history.
The rollout will be phased over 18 to 24 months, beginning with salty snacks hitting shelves in May. Cereals, cream cheese and sour cream will follow. Prices and product formulas will not change.
“At Walmart, we’re focused on delivering quality and value our customers can count on every day,” said Scott Morris, SVP of private brands at Walmart U.S. “Great Value has earned customers’ trust over decades, and while the brand is getting a fresh, modern look, what’s inside isn’t changing.”
Great Value products are found in nine out of 10 U.S. households and save an average family 35 percent per year compared to national brands, according to Walmart. Market research firm Numerator puts the brand’s household penetration even higher, recording purchases by 87 percent of U.S. households over the past year.
The redesign introduces a more modern visual identity while improving shoppability across stores and digital platforms. New packaging will feature more appetizing food imagery, consistent nutritional information and benefit claims across all food items, and clearer labeling to help shoppers identify product attributes like gluten-free or high-protein at a glance.
“We believe great design should be accessible to everyone,” said David Hartman, VP of creative at Walmart. “At our scale, that means creating something that works clearly and intuitively across thousands of individual items, so customers can find what matters, faster.”
Research into customer perceptions revealed that while shoppers rated Great Value highly on quality and price, the packaging was not doing enough to convey the quality they already experienced. Morris noted the company needs to keep pace with rising expectations. “The bottom line is the customer just continues to expect more out of private brands,” he said.
The refresh comes as private label competition in grocery intensifies. Private brands accounted for 23.9 percent of overall market share in food and beverage units sold last year, up from 23.7 percent the prior year. Store brands are growing nearly three times faster than national brands. Gen Z is projected to become the most loyal private label shoppers by 2026, and competitors including Amazon, Costco, Trader Joe’s and Aldi continue to invest heavily in their own labels.
The redesign also follows Walmart’s announcement last fall that it would remove synthetic dyes from its food private brands – including Great Value – by January 2027. Overall, store label brands account for about a quarter of Walmart U.S. sales.
Launched in 1993, Great Value is both Walmart’s largest private brand and one of the company’s most visible consumer-facing assets. Walmart reported fiscal year 2026 revenue of $713 billion and operates more than 10,900 stores in 19 countries.
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