Walmart’s store brand Great Value is getting a glow-up for the first time in more than a decade with refreshed packaging that it says will improve product appeal and “shoppability” at a time when more Americans – across income levels – turn to private label to manage higher everyday costs.
The new look, which will roll out across nearly 10,000 food and household items in more than 100 categories over the next two years, offers more consistency and visual cues to help consumers quickly compare and find products that meet their dietary preferences and budgets, the retailer announced April 15.
For example, the new packaging more prominently encircles desirable nutritional callouts in the upper right corner of the principal display panel so that shoppers can quickly identify desirable attributes that may add value, such as gluten-free or if it is a good source of protein or calcium, without flipping it over to review the Nutrition Facts panel. Previously, there was not a standard location to highlight the attributes.
Likewise, the number of servings or amount in the package appears in a rectangle on the front of some products – a visual cue that could help consumers quickly determine the cost per use, which is another standard measure for ‘value.’
The new look also “encourages product exploration,” according to Walmart. One way is by projecting an elevated experience through more appealing imagery. For example, new packaging for a frozen lasagna shows a serving carefully plated with a sprig of basil and served on a cozy gingham tablecloth with a generous bite on a fork. The old packaging displayed a close-up of a serving on a white plate and blurry background. In another example, a bag of chicken nuggets features a sheet pan with carefully aligned nuggets next to a platter of more nuggets encircling a dip – suggesting the ease of prep to party.
Many of the products also feature bolder colors and simplified – and larger – imagery that stands out on shelf and is easy to interpret when viewing thumbnails displayed online.
New look underscores Walmart’s mission
The redesign is rooted in Walmart’s mission to make products “that might have felt out of reach more available to more people,” the company’s Vice President of Creative David Hartman said in a LinkedIn post.
“Great Value is in nine out of 10 homes in America,” and “at that scale, every detail matters,” he said, explaining: “Clarity helps customers understand what they’re buying. Consistency makes it easier to compare options. And a more thoughtful approach builds confidence bringing those products into their homes and sharing with their families.”
He added, Walmart began the redesign “with the consumer” and a goal to offer “a unified program, built to work across categories” as well as “in the aisle, on our site, or in our app.”
Consumers embrace private label
The new design comes at a time when more consumers are embracing private label products as way to stretch their budgets as lingering inflation, tariffs and ongoing geopolitical tensions drive up prices across products and categories.
Private label products are often less expensive in part because they can ride the advertising coattails of their national brand counterparts and can avoid heavy marketing and brand-building costs. Retailers also are giving their own labels more prominent placement and promotion to drive traffic, boost overall basket size and inspire repeat visits.
While the lower price point was once equated to lower quality by many consumers, this is no longer the case. Retailers beyond just Walmart are investing in assortment, price and innovation so that consumers increasingly view store brand offerings as a more affordable but equally elevated experience.
Higher prices have pushed many consumers to not only change what they are buying – but where they are shopping. For example, Walmart has also seen an influx of higher-income shoppers in recent years, a shift from its traditionally lower- and middle-income base.
The retailer’s modernized look is likely a bid to boost appeal among more affluent shoppers as well.
Given these factors, the refresh ultimately is about more than new look – it reflects a broader reality that value is no longer just about price, but rather how it feels to buy and use a product.
