USA: Walmart’s Great Value brand gets first redesign in over a decade

Walmart has unveiled a redesign of its Great Value private brand, marking the first major update to the product line in over a decade. The overhaul aims to modernize packaging and improve accessibility while maintaining the affordability and quality the brand is known for.

Great Value, launched in 1993, is Walmart’s largest private brand and the largest food and consumables consumer packaged goods brand in the United States. According to the company, Great Value products are present in nine out of 10 U.S. households and save the average family 35% annually. The redesign will affect nearly 10,000 SKUs, making it the most extensive update in the brand’s history.

Scott Morris, senior vice president of private brands for Walmart U.S., said the refresh is part of the company’s broader effort to deliver consistent value to customers. “Great Value has earned customers’ trust over decades, and while the brand is getting a fresh, modern look, what’s inside isn’t changing,” Morris said. “Customers will continue to find the same trusted products at the same Every Day Low Prices they rely on.”

The new design system introduces a streamlined visual identity aimed at improving the shopping experience both in stores and online. David Hartman, vice president of creative at Walmart, emphasized the importance of clarity and functionality in the redesign. “At our scale, that means creating something that works clearly and intuitively across thousands of individual items, so customers can find what matters, faster,” Hartman said.

Key features of the updated packaging include standardized placement of nutrition information, clearer visual cues for product identification, and a cohesive design intended to enhance visibility and encourage exploration. The rollout will be phased over the next two years, starting with salty snacks and expanding to other categories.

The redesign aligns with Walmart’s broader initiatives to adapt to evolving customer preferences. Last year, the company announced plans to eliminate synthetic dyes from its food private brands by January 2027.

Walmart’s update to Great Value reflects its ongoing focus on innovation and affordability, aiming to meet the needs of modern consumers while maintaining its reputation for accessible pricing.

Read more: Walmart’s Great Value brand gets first redesign in over a decade

Photo from Walmart

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