Walmart has redesigned its flagship private brand, Great Value, to reinforce its commitment to delivering high-quality products at affordable prices, it says.

Great Value was launched in 1993 and has become Walmart’s largest private brand. It is also the largest food and consumables consumer packaged goods brand in the US.

The refreshed packaging aims to introduce a more modern visual identity while improving shoppability across stores and digital platforms.

Key features include consistent placement of nutrition information across food items, clearer visual cues to help customers pick the correct items, and a cohesive look that enhances visibility and encourages exploration.

The redesign, which marks the first full brand refresh in more than a decade, will span nearly 10,000 food and consumables items. The rollout will be phased over the next two years, beginning with salty snacks and expanding into other categories.

“We believe great design should be accessible to everyone,” said David Hartman, VP of 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.”

The move reflects Walmart’s ongoing investment in its private brands and its commitment to evolving alongside customer preferences. 

Last year, the company announced its goal to remove synthetic dyes from its food private brands by next January.