Walmart reveals Great Value rebrand

Walmart has revealed a major redesign of its flagship private brand, Great Value. 

The label’s first full rebrand in more than a decade—and the most extensive private brand update in Walmart’s history—will span 10,000 food and consumable items.

Walmart said the rollout will be phased over the next two years, beginning with salty snacks and expanding category by category.

Great Value’s new look was designed to improve shoppability in stores and online. 

Features of the new design include consistent placement of nutrition information and benefit claims, “clearer” visual cues to help customers and associates identity items and “a modern look that enhances visibility and encourages product exploration.”

“We believe great design should be accessible to everyone,” said David Hartman, vice-president  of creative at Walmart, said in a press release. “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.”

Great Value is Walmart’s largest private brand and the largest food and consumer packaged goods brand in the U.S.

Last fall, Walmart set a goal to remove synthetic dyes from its food brands by January 2027.

“At Walmart, we’re focused on delivering quality and value our customers can count on every day,” said Scott Morris, senior vice-president of private brands for Walmart U.S., in a press release. “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.”