Walmart Redesigns Great Value Private-Label Brand to Drive Consumer Loyalty -- Update

Published: 2026-04-15 07:48:23 ET WMT

Published on 04/15/2026 at 07:48 am EDT

By Connor Hart

Walmart will redesign its flagship private-label brand, Great Value, marking its first full brand refresh in more than a decade.

The retailer on Wednesday said the rebrand reflects its ongoing investment in its private brands, as well as its commitment to evolving alongside consumer preferences.

"Great Value has earned customers' trust over decades, and while the brand is getting a fresh, modern look, what's inside isn't changing," said Scott Morris, senior vice president of private brands for Walmart U.S.

The redesign will span almost 10,000 food and consumable items and be phased in over the next two years. The new packaging will improve shoppability and introduce a more modern visual identity, Walmart said.

Great Value has been one of the largest food and consumable brands in the country. Its products often came in nondescript packaging and include everything from butter to toilet paper. The mostly generic products are meant to be similar to national brand items, but cheaper.

With rising input costs and intensifying competition for shopper loyalty, retailers and warehouse clubs have leaned more into private-label brands in a bid to reinforce their value proposition to inflation-weary consumers.

Last fall, Amazon debuted its Amazon Grocery private-label food brand, combining products that were sold under the e-commerce company's Amazon Fresh and Happy Belly brands.

Write to Connor Hart at [email protected]

(END) Dow Jones Newswires

04-15-26 0747ET