Walmart Launches Great Value Redesign Across 10,000 SKUs with 18–24 Month Rollout
Walmart is redesigning its Great Value brand after more than ten years, launching new snack packaging in May followed by cereals, cream cheese and sour cream. The redesign covers 10,000 SKUs over 18–24 months with prices and formulas unchanged, updating packaging to improve navigation and counter private-label competition.
1. Great Value Brand Overhaul
Walmart is executing its first full redesign of the Great Value private-label brand since its 1993 debut. The updated look aims to modernize packaging without altering product formulas or pricing, leveraging the brand’s presence in nine out of ten U.S. households and its claim of saving an average family 35% annually.
2. Rollout Schedule and Scope
The refresh begins in May with snack items and expands to cereals, cream cheeses and sour cream, ultimately covering roughly 10,000 products—from LED bulbs to milk—over the next 18–24 months. Scott Morris, SVP of private brands for Walmart U.S., emphasized that the interior quality remains unchanged even as the exterior design gets a cleaner, more navigable layout.
3. Competitive Context and Strategic Goals
With private labels now accounting for about 20% of U.S. grocery sales, Walmart’s redesign seeks to address shopper feedback that the brand’s visuals felt dated. David Hartman, VP of creative, noted the cleaner design will simplify in-store and online navigation and help Walmart maintain its edge against rivals like Amazon’s grocery labels, Costco, Trader Joe’s and Aldi.