Walmart updating look of its biggest private label brand
Walmart is giving its Great Value brand a facelift in what it called the most extensive private brand update in the company’s history.
The retail giant is launching a comprehensive redesign of its flagship brand, which is also the largest food and consumables consumer packaged goods brand in the United States. Launched in 1993, Great Value includes about 10,000 items.
The update marks Walmart's first full refresh of the Great Value brand in more than decade. The rollout will be phased in over the next two years, beginning with salty snacks and expanding category by category.
The refreshed Great Value packaging is designed with both form and function in mind, according to Walmart. It features a more modern and colorful look, with a goal of improving shoppability across stores and digital platforms.
Key features of the new design include consistent placement of nutrition information and benefit claims across all Great Value food items, and clearer visual cues to help customers and employees quickly identify and pick the correct items. It also has a more cohesive, modern look that enhances visibility and encourages product exploration
“We believe great design should be accessible to everyone,” said David Hartman, VP, creative at Walmart. “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.”
According to Numerator, Great Value has higher household penetration than any other store-owned brand in the country, with 87% of U.S. households purchasing at least one item from the brand in the past year. Great Value products can be found in nine out of 10 U.S. households and save an average family 35% per year, Walmart said.
The retailer is refreshing its biggest private brand as private label sales continue to rise. Recent data from Circana revealed that U.S. private label sales reached $330 billion in 2025, capturing a 24% unit share and a 23% dollar share of the total market. The food and beverage sector continues to lead the growth, as private label products now hold a 24% value share within the category.
“At Walmart, we’re focused on delivering quality and value our customers can count on every day,” said Scott Morris, senior VP, private brands, Walmart U.S. “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.”
