Walmart Great Value Packaging Redesign Reflects Changing Shopping Habits
Walmart is rolling out a major redesign of its Great Value store brand packaging, aiming to make it easier for customers to quickly identify key nutritional information and product details as shopping habits continue to evolve.
The update marks the first full redesign in more than 10 years for the 33 year old private label brand, which spans roughly 10,000 products. New packaging is expected to begin appearing on shelves next month.
Clearer Labels, Faster Decisions
One of the most noticeable changes is the placement of nutritional highlights. Information such as protein content or gluten free status will now appear consistently in the upper right corner of packaging, allowing shoppers to quickly compare products.
The redesign also reflects how customers are increasingly focused on ingredients, looking for options that meet specific dietary needs without spending extra time reading labels.
Walmart executives say the update also benefits gig workers who shop for online orders, helping them identify items faster while navigating store aisles.
Visual Upgrades Aim to Compete With National Brands
The company is also improving product imagery to make items more visually appealing. For example, updated packaging for Great Value lasagna now shows the dish plated and garnished, replacing older, simpler images.
According to company leadership, the goal is to shift perception. Store brands are no longer viewed as a cheaper alternative but as a comparable option to national labels.
“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,” said Dave Hartman, Walmart’s vice president of creative design.
Store Brands Continue to Gain Ground
The redesign comes as more shoppers turn to private label brands during ongoing economic pressure. Store brands accounted for nearly a quarter of food and beverage unit sales last year, while national brands saw a slight decline.
Walmart reports that its private label products make up about a quarter of its U.S. merchandise sales, with demand continuing to grow.
Part of a Broader Strategy
The packaging overhaul is the latest step in Walmart’s broader investment in its store brands. The company previously announced plans to remove synthetic dyes from its private label food products.
Other major companies are making similar moves, with brands like PepsiCo updating packaging to better highlight ingredient claims.
For Walmart, the strategy is straightforward: make products easier to understand, faster to shop, and more appealing without changing what’s inside the package.
