Walmart's Great Value brand gets a fresh new look

Walmart is updating the look of its logo and packaging for the company's Great Value private-label brand.

The redesign is the first major change to the brand's packaging, which first launched in 1993, in 10 years, said Scott Morris, senior vice president of private brands for Walmart U.S.

"It's time after a 10-year cycle to renew the brand and give it a fresh look; something that's modernized and connects with the customer," Morris told USA TODAY.

What has changed about Walmart's Great Value logo?

The biggest change to the updated Great Value logo is the background color being a darker blue.

"The role of blue is an important part of the brand. It's been part of the brand identity," said David Hartman, vice president of creative at Walmart. The retailer saw this as an opportunity to make the color more of an "intentional signifier that is more prominent throughout the customer shopping experience."

The redesign will be on nearly 10,000 food and consumable Great Value items. It will phase in over the next two years, starting with snacks, cereals, cream cheese and sour cream items.

Additionally, the new design will include consistent placement of nutrition information and benefit claims, the retailer said.

The Great Value brand is the largest food and consumables consumer packaged goods brand in the United States, according to Walmart, which says the brand can be found in 9 out of 10 U.S. households.

Walmart customers are saving on average 35% a year by buying private-label brand products over name-brand products, Morris said.

Use of private-label products is on the rise

As shoppers look for better deals to stretch their dollars, acceptance of private-label brands across retailers and manufacturers has been growing.

“As American grocery shoppers continue to navigate high prices, store brands are providing even greater relief at checkout," Peggy Davies, president of the Private Label Manufacturers Association, told USA TODAY. "In fact, in the first quarter of 2026, consumers saved an average of 17% compared to national brands, up from 12% in 2025."

According to a 2025 NIQ report on private labels, 53% of global consumers said they were likely buying more private label products than ever before.

Consumers may once have considered store brands subpar to name brands. But the stigma against private labels has faded as 68% of global consumers say private labels are good alternatives to name brands. Sixty-nine percent of global consumers said private labels are good value for the money, and 60% of global consumers said they would buy more private-label products if a larger variety were available.

Additionally, 37% of consumers say they would be willing to pay the same or more than national brands for a store brand they like.

"We are seeing the price gap between national brands and store brands narrowing, which indicates a shopper that is willing to spend on premium store brands," Steve Zurek, vice president for strategic analytics & insights thought leadership at NIQ, told USA TODAY.

There are also generational influences.

Gen Z shoppers "are on track to be the most loyal private brand buyers we've seen to date," Zurek said. "They're more critical of product attributes ... and having better experiences with the products they buy. In many cases, store brands overdeliver on these criteria at a discount." 

Store-brand sales in 2025 increased at three times the rate of national brands, according to a report from the Private Label Manufacturers Association. Store brands rose 3.3% compared with 1.2% for national brands. Total store-brand sales for 2025 came in at $282.8 billion.

Contributing: Stephen J. Beard

Betty Lin-Fisher is a consumer reporter for USA TODAY. Reach her at [email protected] or follow her on X, Facebook or Instagram @blinfisher and @blinfisher.bsky.social on Bluesky. Sign up for our free The Daily Money newsletter, which breaks down complex consumer and financial news. Subscribe here.