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Walmart revamps its ‘Great Value’ private-label range

US retail giant Walmart has rebranded its flagship ‘Great Value’ range, highlighting the quality and affordability of around 10,000 private label products.

Spanning almost 10,000 food and consumable items, the redesign is the most extensive brand overhaul since Walmart first launched in 1962.

“Walmart's revamp is a bold and confident move, and frankly, it's long overdue,” Vhari Russell, founder of Food Marketing Experts, told Ingredients Network. “What they've done is shift the narrative from ‘budget alternative’ to ‘considered choice’, and that's a significant repositioning,” she said.

Salty snacks will be Walmart’s first food category to display its new design, with the remainder of its widespread rollout taking place over the next two years.

The power of private labels

Positioning private-label ranges as a trusted go-to for households is key, particularly amid rising inflation and growing consumer demands for budget-conscious options.

Launched in 1993, Great Value is Walmart’s largest private brand and the largest food and consumables consumer packaged goods (CPG) brand in the US. According to Walmart, Great Value is found in nine out of 10 US households and saves the average family 35% per year.

“National brands still hold the edge on emotional heritage and trust built over decades, but private label is closing that gap fast, particularly with younger shoppers who have no loyalty hangover to overcome,” said Russell.

Reimagining affordability

The Walmart of today, though, needs to consider affordability in a new way for new consumer demands. “The conversation around private label has fundamentally changed,” said Russell.

Consumers, particularly post-pandemic and through the cost-of-living squeeze, have discovered that own-label products can genuinely compete on quality, and many haven't gone back. Consumers are now looking for offerings that go beyond price.

“They want clarity: clear ingredients, honest provenance, and packaging that doesn't make them feel like they're compromising,” said Russell.

Simplicity, transparency, and a focus on product development resonate. Consumers value brands that consider their product pipelines, from concept through to commercialisation. They care about product contents, not only what it costs to produce.

The marketing expert’s view: ‘A strong step in the right direction’

As for whether Walmart’s new design meets these consumer demands?

“It’s a strong step in the right direction,” said Russell. The new range communicates intent, telling shoppers that Walmart has taken its own-label offer seriously and invested in it. That in itself can shift perception.

“In food and drink marketing, we know that how a product looks on the shelf is often the first and most powerful moment of communication you have with a consumer, and Walmart appears to understand that now more than ever,” she added.

“The real test will be whether the quality inside the pack matches the promise on the outside,” said Russell. Design can elevate and attract, but it is taste, consistency and value that build long-term loyalty and make a private label range truly successful.

“If Walmart can deliver on both, this revamp could genuinely redefine expectations for own-label in the US market,” she added.

Clear and contemporary

Designed to meet both form and function, the private label range’s new look aims to introduce a more modern visual identity and improve shoppability across Walmart’s physical stores and digital platforms.

Improving the visual cues of its product packaging was a key aim when designing the range’s new look. Clearer on-pack information can help consumers quickly find and select their desired products.

“The cleaner design language, the cohesive visual identity across categories and the emphasis on quality cues all signal that they understand today's consumer isn't simply trading down when they choose own-label – they're making an active, informed decision,” said Russell.

Consistency is paramount

Today’s shoppers also look for nutritional labels to help them make their food and drink selections. Labels that are hard to locate or understand affect consumers’ purchasing decisions, potentially reducing overall spend and eroding trust in a brand and its products. A key feature of Walmart’s new design was to consistently place nutrition information and benefit claims across all its Great Value food items.

“What works particularly well is the consistency,” said Russell. A coherent range that looks like it belongs together builds trust; it says there's a brand philosophy behind the product, not just a price point.

“Where I'd urge caution is in making sure the design doesn't become so premium-adjacent that it loses the approachability that is, ultimately, Walmart's greatest strength,” Russell said. “There's a fine line between elevating your range and inadvertently alienating your core customer,” added Russell.