Walmart has announced a comprehensive redesign of its Great Value private-label brand, the first major update in over a decade. The overhaul will affect nearly 10,000 food and household products, with a phased rollout beginning with salty snacks, the retailer said in a statement on Wednesday.
The new packaging aims to make key product information—such as protein content, nutritional facts, and dietary labels like gluten-free—easier to find at a glance. Walmart is also introducing brighter colours and prominent food imagery, moving away from the minimalist look that has long defined the brand. Nutritional information will be placed consistently across all products to simplify comparison shopping.
Launched in 1993, Great Value has grown into Walmart's largest brand, according to Axios. The redesign reflects a broader shift in the grocery industry, where store brands are increasingly competing directly with national labels as shoppers face ongoing price pressures.
Private-label sales reached approximately $330 billion in 2025, accounting for about a quarter of all grocery sales, according to Circana. Store brands grew 3.3% to a record $282.8 billion in 2025, while national brands saw weaker performance and declining unit sales, the Private Label Manufacturers Association reported.
Cost-conscious shoppers trading down to save money, along with a growing perception that store brands match national brands in quality, are driving the trend, Circana said. Younger consumers are accelerating the shift: Numerator research suggests Gen Z is adopting private-label products at higher rates and is on track to become the most loyal store-brand generation by mid-2026.
