April 16, 2026
mkopka/Depositphotos.com
Did Walmart’s Great Value Brand Need a Makeover?
Walmart is overhauling its biggest brand, Great Value, for the first time in more than a decade.
In a statement, Walmart said the makeover is designed to produce “more modern visual identity while improving shoppability across stores and digital platforms.”
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.
In an interview with CNBC, David Hartman, VP of creative at Walmart, said customer research indicated that shoppers liked the quality and price of Great Value’s range of the products, but “felt like the expression of the brand on the pack was kind of lagging.”
“What they felt was this sense of it being a compromise,” he said. “They love the product across food and consumables, but they didn’t particularly feel very proud to display it in their home or with their families.”
Retailers have traditionally employed no-frills packaging on opening price point private labels to not only save money, but also to convey value.
Beyond modern packaging, the redesign will feature clearer labeling and a more consistent visual system across products.
“We believe great design should be accessible to everyone,” said Hartman in a statement. “At our scale, that means creating something that works clearly and intuitively across thousands of individual items, so customers can find what matters, faster. We’ve built a system that does exactly that, bringing consistency, clarity, and a sense of discovery to every shelf.”
Walmart indicated that no changes will be made in content, and inferred no price hikes are planned as part of the redesign. Scott Morris — SVP, private brands, Walmart U.S. — said, “Customers will continue to find the same trusted products at the same Every Day Low Prices they rely on.”
Great Value a Walmart Mainstay, Involving ~10,000 SKUs
Introduced in in 1993 and spanning nearly 10,000 food and household products, Walmart claims Great Value is the largest food and consumables consumer packaged goods (CPG) brand in the U.S. Walmart cited a recent study showing that Great Value products can be found in 90% of U.S. households, and save an average family 35% per year.
The move comes as private label is gobbling up market share amid inflationary pressures. The Private Label Manufacturers Association found store brands expanding nearly three times faster than national equivalents. Numerator found Gen-Z driving the gains.
In 2024, Walmart launched a premium Bettergoods line to mark its largest private-label introduction in 20 years.
The rollout of the redesign begins with salty snack categories, and will expand across the store over the next two years.
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Alex Walderman
Director of Business Development , SOLUM
Frank Margolis
Executive Director, Growth Marketing & Business Development, Toshiba Global Commerce Solutions
Lisa Goller
B2B Content Strategist
Recent Discussions
Discussion Questions
Do you see Walmart’s upgrade of its Great Value packaging being worth the effort and expense?
Do opening-price-point private labels have to increasingly look premium?
Poll
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In order to compete against premium-perceived private labels, such as Kirkland, an overhaul of the Great Value brand is necessary – but this overhaul must be more than cosmetic. The product quality itself must increase, not just the label and appearance, less this just be an expensive marketing activity.
Did it need it ? > Probably not
Is it beneficial, nonetheless? > Yes
This is an excellent example of (Walmart’s) economies of scale: most of the costs – research, design, advertising – are fixed, and amortized over a gazillion-and-one sales makes them essentially zero; ‘Trevor’s Bargain Mart’ with three stores…not so much.
Revamping thousands of products’ packaging is a big undertaking that requires time and money – at scale.
Was it necessary? Maybe not.
Was it valuable? Probably.
This undertaking shows shoppers that Walmart listens to their concerns and takes action to address them. This builds and strengthens shopper trust in Walmart as a company.
What’s more important is what’s inside the packages. Walmart’s package redesign may spark trail/re-trial of their private brand products. Improved quality of products will lead to repeat purchases – and that’s what counts.
Great Value’s vibrant and inviting refresh will help Walmart stay competitive against national brands and other private labels. The line’s previous design reflected value whereas this makeover also reflects Great Value’s quality and brand trust.
Great Value sales are driven by competitive prices: an attribute where, from our consumer panel, Walmart scores well above rivals. However, when it comes to other factors – inspiration, innovation and differentiation – Walmart scores below average. Some of this is driven by perception, which is not aided by the current logo and packaging design – both of which look dated and somewhat inelegant. A redesign will help move the dial, but in doing so the aim is to strengthen value perceptions and encourage more consumers to trade down to Great Value from national brands. The aim isn’t to create a hugely aspirational label as the job of Great Value is to provide strong opening price points and lower-priced options.
Walmart’s decision to proactively refresh the Great Value brand is absolutely worth the effort — and, in fact, reflects the right mindset. Waiting until a private label “needs” an update is a reactive approach that risks losing relevance with today’s consumer. This redesign — the first major refresh in over a decade, impacting nearly 10,000 products — is intended to improve visibility, simplify shopping, and modernize the brand’s image in line with evolving customer expectations.
More importantly, this is about accelerating growth and engagement, not just aesthetics. Private label has become a massive and growing part of the retail landscape, with U.S. sales reaching roughly $330 billion and about 25% market share, as consumers increasingly view store brands as equal to national brands in quality. Walmart’s redesign is a recognition that packaging plays a critical role in closing the perception gap — making products easier to shop, more appealing, and more competitive on the shelf and online.
On the question of whether opening-price-point private labels need to look more premium, the answer is increasingly yes — but with balance. The goal is not to confuse the customer on price, but to eliminate the outdated notion that value equals “cheap.” Walmart’s own design team acknowledged this directly, aiming to “close the sentiment gap” between product quality and how it looks on the shelf. Consumers today expect value brands to deliver both quality and visual credibility, and packaging is a key part of that equation.
Ultimately, this is a smart, proactive move. Private brands are no longer just margin drivers — they are core to customer engagement and loyalty. By refreshing Great Value before it becomes stale, Walmart is reinforcing relevance, improving shopability, and strengthening its competitive position. In today’s retail environment, standing still is not an option — and this kind of forward-looking investment is exactly what leading retailers should be doing.
The “brand update strategy” is key to continue looking relevant and not outdated. In addition, there are new customers/consumers, as in a younger generation, that may be introduced to the brand. If they decide they want the product and are looking at two different brands, it’s highly likely they will be influenced by the packaging and how the brand’s information is shared. So, changes must not alienate existing customers, but be appealing enough to catch the eyes and interests of new customers. All brands must recognize the importance of staying relevant to existing customers and attracting new ones. It’s “design balance.”
There’s a difference between a no-frills private label strategy and a proprietary brand strategy. The no-frills version puts a simple, straightforward label on a basic commodity product and competes on price. The proprietary brand aims to walk, talk, and behave like a national brand, and competes on value. The proprietary brand probably has permission to venture into higher levels of product with higher levels of margin. But regardless of margin, the proprietary brand has growth, and margin, opportunities far beyond simple private label products. Kirkland is living proof. So yes, the upgrade of Great Value packaging and products is worth every penny invested.
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In order to compete against premium-perceived private labels, such as Kirkland, an overhaul of the Great Value brand is necessary – but this overhaul must be more than cosmetic. The product quality itself must increase, not just the label and appearance, less this just be an expensive marketing activity.
Did it need it ? > Probably not
Is it beneficial, nonetheless? > Yes
This is an excellent example of (Walmart’s) economies of scale: most of the costs – research, design, advertising – are fixed, and amortized over a gazillion-and-one sales makes them essentially zero; ‘Trevor’s Bargain Mart’ with three stores…not so much.
Revamping thousands of products’ packaging is a big undertaking that requires time and money – at scale.
Was it necessary? Maybe not.
Was it valuable? Probably.
This undertaking shows shoppers that Walmart listens to their concerns and takes action to address them. This builds and strengthens shopper trust in Walmart as a company.
What’s more important is what’s inside the packages. Walmart’s package redesign may spark trail/re-trial of their private brand products. Improved quality of products will lead to repeat purchases – and that’s what counts.
Great Value’s vibrant and inviting refresh will help Walmart stay competitive against national brands and other private labels. The line’s previous design reflected value whereas this makeover also reflects Great Value’s quality and brand trust.
Great Value sales are driven by competitive prices: an attribute where, from our consumer panel, Walmart scores well above rivals. However, when it comes to other factors – inspiration, innovation and differentiation – Walmart scores below average. Some of this is driven by perception, which is not aided by the current logo and packaging design – both of which look dated and somewhat inelegant. A redesign will help move the dial, but in doing so the aim is to strengthen value perceptions and encourage more consumers to trade down to Great Value from national brands. The aim isn’t to create a hugely aspirational label as the job of Great Value is to provide strong opening price points and lower-priced options.
Walmart’s decision to proactively refresh the Great Value brand is absolutely worth the effort — and, in fact, reflects the right mindset. Waiting until a private label “needs” an update is a reactive approach that risks losing relevance with today’s consumer. This redesign — the first major refresh in over a decade, impacting nearly 10,000 products — is intended to improve visibility, simplify shopping, and modernize the brand’s image in line with evolving customer expectations.
More importantly, this is about accelerating growth and engagement, not just aesthetics. Private label has become a massive and growing part of the retail landscape, with U.S. sales reaching roughly $330 billion and about 25% market share, as consumers increasingly view store brands as equal to national brands in quality. Walmart’s redesign is a recognition that packaging plays a critical role in closing the perception gap — making products easier to shop, more appealing, and more competitive on the shelf and online.
On the question of whether opening-price-point private labels need to look more premium, the answer is increasingly yes — but with balance. The goal is not to confuse the customer on price, but to eliminate the outdated notion that value equals “cheap.” Walmart’s own design team acknowledged this directly, aiming to “close the sentiment gap” between product quality and how it looks on the shelf. Consumers today expect value brands to deliver both quality and visual credibility, and packaging is a key part of that equation.
Ultimately, this is a smart, proactive move. Private brands are no longer just margin drivers — they are core to customer engagement and loyalty. By refreshing Great Value before it becomes stale, Walmart is reinforcing relevance, improving shopability, and strengthening its competitive position. In today’s retail environment, standing still is not an option — and this kind of forward-looking investment is exactly what leading retailers should be doing.
The “brand update strategy” is key to continue looking relevant and not outdated. In addition, there are new customers/consumers, as in a younger generation, that may be introduced to the brand. If they decide they want the product and are looking at two different brands, it’s highly likely they will be influenced by the packaging and how the brand’s information is shared. So, changes must not alienate existing customers, but be appealing enough to catch the eyes and interests of new customers. All brands must recognize the importance of staying relevant to existing customers and attracting new ones. It’s “design balance.”
There’s a difference between a no-frills private label strategy and a proprietary brand strategy. The no-frills version puts a simple, straightforward label on a basic commodity product and competes on price. The proprietary brand aims to walk, talk, and behave like a national brand, and competes on value. The proprietary brand probably has permission to venture into higher levels of product with higher levels of margin. But regardless of margin, the proprietary brand has growth, and margin, opportunities far beyond simple private label products. Kirkland is living proof. So yes, the upgrade of Great Value packaging and products is worth every penny invested.