Walmart today announced a comprehensive redesign of its flagship private brand, Great Value, reinforcing its commitment to delivering high-quality products customers need, want and love, at an affordable price.1
As Walmart’s largest private brand, and the largest food and consumables consumer packaged goods (CPG) brand in the U.S., Great Value has been a trusted staple since its launch in 1993.1, 2 This marks the first full brand refresh in more than a decade.1, 3
“At Walmart, we’re focused on delivering quality and value our customers can count on every day,” said Scott Morris, Senior Vice President, Private Brands, Walmart U.S. “Great Value has earned customers’ trust over decades, and while the brand is getting a fresh, modern look, what’s inside isn’t changing.””1
The new design system reflects Walmart’s ongoing investment in its private brands and its commitment to evolving alongside customer preferences. For example, last fall Walmart announced its goal to remove synthetic dyes from its food private brands by January 2027.1, 2, 3
The refreshed Great Value packaging is designed with both form and function in mind. It introduces a more modern visual identity while improving shoppability across stores and digital platforms.1
“We believe great design should be accessible to everyone,” said David Hartman, Vice President, Creative at 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.”1
The redesign will span almost 10,000 food and consumables items, making it the most extensive private brand update in Walmart’s history.1, 2, 4 To ensure a seamless transition, the rollout will be phased over the next two years, beginning with salty snacks and expanding category by category.1, 2, 4
This evolution underscores Walmart’s continued focus on innovation, quality and value, delivering private brand products that meet the needs of today’s customers while maintaining the affordability they expect.
Written with AI assistance, edited by a human. Find out more about our Use of AI.
1. Walmart, "Walmart Unveils Modern Redesign of Great Value, Its Flagship Private Brand", 15 April 2026, for the announcement of the comprehensive redesign of Great Value framed as a commitment to high quality products at an affordable price, for Great Value being Walmart’s largest private brand and, in Walmart’s words, the largest food and consumables CPG brand in the U.S., launched in 1993, for the redesign being its first full brand refresh in more than a decade, for the quoted words and job titles of Scott Morris, Senior Vice President, Private Brands, Walmart U.S., and David Hartman, Vice President, Creative at Walmart, for the goal announced the previous autumn to remove synthetic dyes from Walmart’s food private brands by January 2027, for the packaging’s more modern visual identity and improved shoppability across stores and digital platforms, and for the redesign spanning almost 10,000 food and consumables items, the most extensive private brand update in Walmart’s history, phased over the next two years beginning with salty snacks and expanding category by category. https://corporate.walmart.com/news/2026/04/15/walmart-unveils-modern-redesign-of-great-value-its-flagship-private-brand
2. Supermarket News, "Walmart’s Great Value brand gets first redesign in over a decade", 15 April 2026, off whitelist and used for corroboration only, for Great Value’s launch in 1993 and its standing as Walmart’s largest private brand and the largest food and consumables CPG brand in the U.S., for the plan announced the previous year to remove synthetic dyes from Walmart’s food private brands by January 2027, for the redesign affecting nearly 10,000 items, and for the rollout phased over two years starting with salty snacks. https://www.supermarketnews.com/private-label/walmart-s-great-value-brand-gets-first-redesign-in-over-a-decade
3. The Associated Press, "Walmart is repackaging its Great Value brand to reflect changing consumer habits", 15 April 2026, as republished by NY1, off whitelist and used for corroboration only, for Great Value having been launched 33 years earlier, for the redesign being the brand’s first full redesign in more than ten years, and for Walmart having said the previous autumn that it planned to remove synthetic dyes from its food private brands by 2027. https://ny1.com/nyc/all-boroughs/ap-top-news/2026/04/15/walmart-is-repackaging-its-great-value-brand-to-reflect-changing-consumer-habits
4. Wikipedia, "Great Value", consulted 8 October 2026, for the redesign unveiled on 15 April 2026 affecting about 10,000 products, with the rollout starting with snack products in May 2026 and continuing over 18 to 24 months. https://en.wikipedia.org/wiki/Great_Value
