Wal-Mart revamping, expanding private-label brand

New York City Wal-Mart Stores is revamping its private-label Great Value product line, including changing the formulas for some items. The line, which the chain says is the country's largest food brand by both sales and volume, is also being expanded, with the addition of some 80 new products.

The company is introducing a consistent design across the brand to help shoppers better identify its products, and added new elements, such as labels in both English and Spanish. The new Great Value packaging will feature easy-to-read nutrition labels and more appetizing food photography. Wal-Mart has also reduced packaging when possible as part of the company's sustainability goals.

The product re-launch is beginning this month, with the majority of products appearing on store shelves by the end of May.

The popularity of store brands has soared recently as shoppers look to stretch their dollars. Thirty percent of consumers are buying more private-label items than a year ago, Wal-Mart said in a statement.