Quick Facts

• Walmart is redesigning its Great Value private brand across nearly 10,000 products in its most extensive private brand overhaul ever
• Great Value is found in 87% of U.S. households and saves families an average 35% annually
• The rollout begins in May 2026 with snacks and will take 18-24 months to complete across all products

Walmart announced April 15 a comprehensive redesign of its flagship Great Value private brand, the largest food and consumables brand in the United States. The overhaul marks the most extensive private brand update in Walmart’s history.

The rollout begins in May 2026 with snacks, followed by cereals, cream cheeses, and sour cream products. Completing the transition across all roughly 10,000 products will take between 18 and 24 months.

Great Value reaches 87% of U.S. households, according to market researcher Numerator. The brand saves families an average 35% annually and generates higher household penetration than any other store-owned brand in the country.

“At Walmart, we’re focused on delivering quality and value our customers can count on every day,” said Scott Morris, senior vice president of private brands at Walmart U.S. “Great Value has earned customers’ trust over decades, and while the brand is getting a fresh, modern look, what’s inside isn’t changing.”

The redesign introduces modern packaging, clearer labeling, and a consistent visual system across products. Walmart says the updates will make items easier to identify on shelves, with standardized nutrition placement and clearer visual cues for shoppers.

Customer research revealed shoppers liked Great Value’s quality and price but “didn’t particularly feel very proud to display it in their home or with their families,” said David Hartman, vice president of creative at Walmart. “What they felt was this sense of it being a compromise.”

The timing coincides with Walmart’s significant gains from customers with annual household incomes above $100,000. The retailer has attracted wealthier shoppers through lower prices, speedier deliveries, and more unique merchandise.

Private-label sales reached $330 billion in the U.S. in 2025, accounting for roughly a quarter of the market, according to Circana. Store brands are growing nearly three times faster than national brands. At Walmart, private brands represent 31% of sales, compared to 25% at Target and 28% at Kroger.

The overhaul also supports operational efficiency. Clearer packaging will help Walmart’s pickers who fulfill online orders move faster as they select items from shelves, Morris said.

Gen Z is projected to become the most loyal private label shoppers by 2026, according to Numerator research. Six out of 10 consumers think private brands offer above-average value for their price.

Read more: Walmart’s Great Value private label brand is getting a facelift