Walmart to Redesign Largest Private Brand

Walmart has announced that it is redesigning Great Value, its flagship private brand, in line with changing consumer needs. 

The redesign will span almost 10,000 food and consumables items, making it the most extensive private brand update in Walmart’s history. 

In order to make the brand transition as seamless as possible, Walmart has said it will be phased out over two years. To start, it will update the branding of its salty snacks and expand category by category.

According to Walmart, Great Value products can be found in nine out of 10 US households. This will mark the first full brand refresh for Great Value in more than a decade. 

Introducing a modern visual identity

Walmart first launched Great Value in 1993, and it has since grown to be the company’s largest brand, as well as the largest food and consumables consumer packaged goods brand in the US.

“Great Value has earned customers’ trust over decades,” says Scott Morris, Senior Vice President of Private Brands at Walmart US. “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.”

The refreshed Great Value packaging is designed to introduce a more modern visual identity while improving shopability across stores and digital platforms.

This includes more consistent placement of nutrition information and health benefit claims across all items, clearer visual cues to help customers and store associates more quickly identify the correct items, as well as a design that aims to encourage product exploration. 

“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.”

Updating private brands

This new design follows an ongoing commitment from Walmart in developing its private brands to better match shifting consumer behaviour. 

In October 2025, the company announced it was beginning the process of removing synthetic dyes and 30 other ingredients – such as preservatives, artificial sweeteners and fat substitutes – in line with evolving customer preferences. 

This change would impact its Great Value brand, alongside other private brands such as Marketside, Freshness Guaranteed and bettergoods.

According to a survey from Walmart, customers are increasingly more interested in what’s in their food, with 62% of customers saying they want more transparency and 54% saying they review food ingredients.

The retailer said it was working with private brand suppliers to adjust formulations and source alternative ingredients – with customers likely to see changes fully in place by January 2027 at the latest. 

Walmart CEO John Furner said of the shift: “Our customers have told us that they want products made with simpler, more familiar ingredients – and we’ve listened. By eliminating synthetic dyes and other ingredients, we’re reinforcing our promise to deliver affordable food that families can feel good about.”