Walmart Re-launches Great Value Brand

Walmart Stores Inc. (Bentonville, Ark.) has expanded and enhanced its Great Value brand, which will begin appearing on shelves this month and spans more than 100 categories.
 

Walmart tested more than 5250 products against leading national brands and conducted over 2700 consumer tests to compare the flavor, aroma, texture, color and appearance of the products against leading national brands. As a result, 80 new products have been added, including thin crust pizza, fat-free caramel swirl ice cream, strawberry yogurt, organic cage-free eggs, double stuffed sandwich cookies and teriyaki beef jerky. The private-label brand was launched in 1993.
 

The Great Value packaging graphics have also been upgraded to create a consistent, recognizable look throughout the store and include easy-to-read nutrition labels and more appetizing food photography. The company also reduced packaging when possible as part of its sustainability goals.
 

“Through our Great Value brand re-launch, we are delivering on our promise to provide customers with the quality products they need and want at a price they can afford to help them save money and live better,” says Andrea Thomas, Walmart's senior vp, private brands.
 

A consumer study from GfK Custom Research North America found that three out of 10 consumers are now buying more store brand products compared to a year ago, and more than 77 percent of respondents agree that the store brands they buy are as good as, if not better than, national brand products.