Walmart redesigns its ‘Great Value’ private label brand

BusinessInternationalWalmart redesigns its 'Great Value' private label brandBy Reuters -Apr 15, 2026Walmart said on Wednesday it is redesigning its private-label brand “Great Value” ​as price-conscious shoppers increasingly opt for ‌cheaper store-brand products. The redesign of the brand, which was launched in 1993, will span ​almost 10,000 food and consumables items, ​marking Walmart’s first brand refresh in ⁠more than a decade, the retail ​giant said. The rollout will be phased ​over two years, beginning with salty snacks and expanding category by category. The new design will ​have nutritional information and benefit claims ​across all its “Great Value” food items. Scott Morris, senior ‌vice ⁠president of private brands at Walmart U.S., said the refresh would not change the products themselves or their pricing. The ​redesign comes ​months after ⁠Walmart’s announcement that it would remove synthetic dyes from its private ​label foods, including Great Value ​by ⁠January 2027, amid shifting consumer preferences driven by the rise of GLP-1 weight-loss ⁠ The ​retailer, in February posted ​another quarter of steady sales driven by its growing ​online business.