Walmart has announced a comprehensive redesign of packaging for its Great Value private label brand, making it easier for customers to quickly identify nutritional details like gluten-free options or protein content in products.
The retail giant’s largest store brand, Great Value, encompasses 10,000 different items and ranks among the nation’s biggest food and consumer goods labels. This packaging refresh signals how shoppers increasingly view store brands as comparable alternatives to national name brands rather than inferior substitutes.
The updated designs feature enhanced food photography aimed at making products more appealing to consumers. The new Great Value lasagna packaging, for instance, displays the dish garnished with fresh basil on a complete place setting with red checkered tablecloth backdrop, replacing the previous plain white background presentation, Walmart officials explained.
Wednesday’s announcement marks the brand’s first complete visual overhaul in more than a decade since the 33-year-old label’s inception. Scott Morris, senior vice president of Walmart’s U.S. private brands division, said the new packaging will begin appearing in stores next month, emphasizing that the actual products remain unchanged.
This redesign comes as economic pressures drive more consumers toward store brands over pricier national alternatives. Market research firm Circana reports that private label products captured 23.9% of food and beverage unit sales last year, a slight increase from 23.7% the previous year. National brands held 76.1% of the market, down from 76.3% in 2024.
According to Walmart, store label products represent approximately 25% of the company’s U.S. merchandise sales, though specific Great Value revenue figures weren’t disclosed. The retailer has consistently noted growing customer preference for its private label offerings.
Additionally, shoppers are becoming more selective about food ingredients, seeking high-protein options or gluten-free alternatives. Walmart noted that both regular customers and gig workers fulfilling online orders need to quickly identify key product attributes while shopping or picking items from shelves.
“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,” explained Dave Hartman, vice president of creative design for Walmart. “So that was one of the key impetuses in terms of redesigning the brand.”
The packaging trend extends beyond Walmart, with companies like PepsiCo recently announcing updated Tostitos designs that highlight claims such as no artificial colors, flavors or preservatives.
Under the new Great Value design, nutritional information will consistently appear in the upper right corner of packages, according to Hartman. Previously, this information appeared in various locations without standardization.
The redesigned Great Value Chicken Nuggets package exemplifies these changes, prominently featuring “11 grams of protein per serving” in the upper right corner alongside photography showing nuggets plated with dipping sauce. The original packaging lacked the protein callout and showed less appealing product imagery.
This packaging redesign represents Walmart’s latest investment in strengthening its store brand portfolio. Last fall, the company announced plans to eliminate synthetic dyes from all private label food products.
