April 15 - Walmart is undertaking a broad redesign of its Great Value private-label brand, updating packaging for almost 10,000 food and consumable items, the company said on Wednesday. The overhaul marks the retailer's first brand refresh in more than a decade and will be implemented gradually over a two-year period.
The initial phase of the rollout will focus on salty snacks, with subsequent categories transitioning over time in a category-by-category sequence. The refreshed packaging will include visible nutritional information and benefit claims across all Great Value food products, reflecting a consistent approach to labeling.
Scott Morris, senior vice president of private brands at Walmart U.S., emphasized that the refresh is limited to the brand's visual presentation. According to Morris, the redesign will not change the products themselves nor will it alter their pricing.
The packaging update follows a related ingredient decision the retailer announced earlier this year - a plan to remove synthetic dyes from its private-label foods, including Great Value, by January 2027. Walmart framed that move as responsive to shifting consumer preferences, which the company said have been influenced in part by the rise of GLP-1 weight-loss drugs.
Walmart also reported another quarter of steady sales in February, driven in part by continued growth in its online business.
Implications and context
The redesign is primarily a packaging and labeling initiative, intended to standardize how nutritional information and benefit claims are presented across the Great Value portfolio. By staging the rollout over two years and starting with a single category, the company is taking a phased approach to implementation.
Walmart's assurance that formulations and pricing will remain unchanged underscores that the move is positioned as a brand and information update rather than a product reformulation or pricing strategy shift.