Walmart’s Great Value private label brand is getting a facelift

As more higher-income shoppers flock to Walmart, the retail giant is giving its flagship private label brand, Great Value, a “comprehensive redesign” with the goal of enhancing visibility and encouraging exploration.

The packaging redesign will change the look and feel of 10,000 food and consumable products, making it the company’s most extensive private brand update ever, and one that will have some impact on a significant number of US consumers. According to the company, Great Value products can be found in 9 out of 10 US households.

David Hartman, VP of creative at Walmart, said in a statement that the aim is to create “something that works clearly and intuitively across thousands of individual items, so customers can find what matters, faster.”

The company noted that its investment in Great Value reflected its “ongoing investment in its private brands and its commitment to evolving alongside customer preferences,” which includes another initiative last fall to remove synthetic dyes from its private labels by the beginning of 2027.

The new design features more consistent placement of nutritional information, “clearer visual cues” to help customers find products, and a “cohesive, modern look.”

The redesign will take place over a two-year period, starting with salty snacks and then proceeding category by category after that.

Walmart’s private labels are increasingly important to its overall business. CFO John David Rainey said in Q1 of 2025 that private grocery brand sales were up 60 basis points from the year before.