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.
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. This marks the first full brand refresh in more than a decade.
“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.
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.
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.
“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.”
The redesign will span almost 10,000 food and consumables items, making it the most extensive private brand update in Walmart’s history. To ensure a seamless transition, the rollout will be phased over the next two years, beginning with salty snacks and expanding category by category.
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.
