Walmart on Wednesday announced a comprehensive redesign of its flagship private brand, Great Value. This marks the first full brand refresh in more than a decade.
“At Walmart, we’re focused on delivering quality and value our customers can count on every day,” said Scott Morris, Senior Vice President, Private Brands, 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. Customers will continue to find the same trusted products at the same Every Day Low Prices they rely on.”
Walmart says the new design system reflects its ongoing investment in its private brands and its commitment to evolving alongside customer preferences. For example, last fall Walmart announced its goal to remove synthetic dyes from its food private brands by January 2027.
“The refreshed Great Value packaging is designed with both form and function in mind. It introduces a more modern visual identity while improving shoppability across stores and digital platforms,” Walmart said.
Key features of the new design include:
- Consistent placement of nutrition information and benefit claims across all Great Value food items
- Clearer visual cues to help customers and associates quickly identify and pick the correct items
- A cohesive, modern look that enhances visibility and encourages product exploration
The redesign will span almost 10,000 food and consumables items, making it the most extensive private brand update in Walmart’s history. To ensure a seamless transition, the rollout will be phased over the next two years, beginning with salty snacks and expanding category by category.
