BENTONVILLE, ARK. — Walmart has refreshed its Great Value food and consumables brand, its first brand refresh in more than a decade. The Great Value brand launched in 1993 and has since become the largest private brand for Walmart.
Walmart said the new design features a “more modern visual identity while improving shoppability across stores and digital platforms.” The rebrand also expresses how Walmart continues to invest in private labels and to commit to satisfying ever-changing customer preferences, including when the company said it would remove synthetic dyes from its private food brands by January 2027.
Other key features of the redesign include “consistent placement of nutrition information and benefit claims across all Great Value food items” and “clearer visual cues to help customers and associates quickly identify and pick the correct items,” Walmart said.
“We believe great design should be accessible to everyone,” said David Hartman, vice president, creative of 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.”
Walmart said the redesign will span almost 10,000 food and consumable items, making it the most extensive private brand update in the company’s history. Walmart also will roll out the redesign over the next two years to ensure a seamless transition, beginning with salty snacks before expanding category by category.
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