Walmart Revamps Great Value Brand Packaging to Boost Clarity and Appeal Walmart is launching a major redesign of its Great Value private label food brand, affecting 10,000 products. The updated packaging, rolling out next month, aims to make it easier for shoppers to identify key product information like gluten-free status and protein content, while also presenting food more appealingly to compete with national brands. Walmart is embarking on a comprehensive overhaul of its extensive Great Value private label brand, an initiative set to roll out onto store shelves beginning next month. This significant redesign, impacting a vast portfolio of 10,000 distinct products, aims to enhance product clarity and appeal, allowing shoppers to instantly ascertain crucial details like gluten-free status or protein content for items ranging from spicy chips to chicken nuggets. Great Value stands as Walmart’s flagship private label food brand and holds a prominent position as one of the largest food and consumer packaged goods labels across the United States. The reimagining of this brand signifies a crucial shift in consumer perception, with shoppers increasingly viewing store brands not as a lesser alternative to national labels, but as direct equivalents in terms of quality and value. Key enhancements in the redesign include more enticing and realistic food imagery. For instance, new packaging for Great Value lasagna now features a beautifully garnished meal, complete with a basil leaf, presented on a full plate against a vibrant red checkered tablecloth and a rich red background. This stark contrast to the previous white background presentation is intended to more effectively tempt shoppers and encourage purchasing decisions. These changes, officially announced on Wednesday, represent the first complete redesign for the 33-year-old brand in over a decade. Scott Morris, senior vice president of Walmart’s U.S. private brands division, confirmed that the new packaging will begin appearing on shelves next month and emphatically stated that the redesign does not involve any alterations to the products themselves. This strategic move comes at a time when economic pressures are encouraging consumers to opt for more store-brand products over their national brand counterparts, which often carry a higher price tag. Market research firm Circana reports that private brands captured 23.9% of the unit market share in the food and beverage category last year, a marginal increase from 23.7% the prior year. In comparison, national brands held 76.1% of the market share, a slight decrease from 76.3% in 2024. Walmart indicates that its store brands collectively constitute approximately a quarter of its total U.S. merchandise sales, though specific figures for Great Value were not disclosed. The company consistently highlights a growing consumer preference for its in-house brands. Furthermore, consumers are becoming more discerning about food ingredients, actively seeking out options rich in protein or free from gluten, for example. This heightened consumer focus on specific attributes is echoed by Walmart’s shoppers and even its gig economy workers who are tasked with rapidly fulfilling online orders. The need for speed and clarity in product identification is paramount, requiring key ingredient information to be immediately recognizable. Dave Hartman, vice president of creative design for Walmart, articulated the underlying motivation for the redesign: “We’re offering this great product at a very affordable price, but there was always this kind of lagging feeling that a customer was buying this product that felt like they had to compromise.” He emphasized that addressing this perception of compromise was a central impetus behind the rebranding effort. The trend of packaging redesign is not unique to Great Value; other food manufacturers are also refreshing their brand identities. PepsiCo, for example, recently unveiled an updated packaging design for its Tostitos brand, aimed at more effectively highlighting attributes such as the absence of artificial colors, flavors, or preservatives. Under the new Great Value design, nutritional information will be consolidated in the upper right-hand corner of packaging, a deliberate move to ensure consistent placement, unlike previous designs where locations varied. As an illustration, the newly designed Great Value Chicken Nuggets package prominently displays an 11-gram protein count per serving in the designated upper right corner, accompanied by an image of the nuggets on a plate with a dipping sauce. The prior packaging lacked this explicit protein information and featured a less complete product visual. This comprehensive packaging overhaul for Great Value represents Walmart’s ongoing commitment to enhancing its private label offerings. Last fall, Walmart outlined its objective to eliminate synthetic dyes from its products, signaling a broader strategy to improve product quality and consumer appeal across its store brands.