Walmart to Redesign Flagship Private Brand

Published: 2026-04-15 06:37:35 ET WMT

Published on 04/15/2026 at 06:37 am EDT

By Connor Hart

Walmart will redesign its flagship private 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.

Write to Connor Hart at [email protected]

(END) Dow Jones Newswires

04-15-26 0636ET