Walmart refreshes packaging design for Great Value private label range

Walmart has introduced a new packaging design for its Great Value private label brand, marking the first major visual update for the range in more than a decade.

Great Value, launched in 1993, is Walmart’s largest private brand and one of the biggest food and consumables consumer packaged goods ranges in the United States. According to the retailer, the products are present in nine out of ten US households and are positioned as a value-focused option across a wide range of everyday grocery and household items.

The redesign forms part of Walmart’s broader efforts to update its private label portfolio and respond to evolving customer preferences. The retailer has also recently announced plans to remove synthetic dyes from food products sold under its private brands by January 2027.

The updated packaging introduces a revised visual identity intended to create a more consistent appearance across the brand’s product portfolio. Walmart says the new design aims to improve product recognition for customers both in-store and online.

As part of the redesign, nutrition information and key product benefit claims will appear in consistent locations across food items. The updated packaging also incorporates clearer visual cues to help customers and store associates identify products more easily, while presenting a more unified brand appearance across shelves.

At Walmart, we’re focused on delivering quality and value our customers can count on every day. 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.

Scott Morris, Senior Vice President, Private Brands, Walmart U.S.

The refresh will extend to nearly 10,000 food and consumables products, making it one of the largest private label packaging updates undertaken by the retailer. Walmart plans to introduce the new packaging gradually over the next two years, beginning with salty snack products before expanding into additional categories.