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Walmart is updating the logo and packaging for its Great Value private label brand.
Scott Morris, senior vice president of private brands at Walmart US, said the redesign marks the first major change in packaging for the brand, which was launched in 1993, in 10 years.
“After a 10-year cycle, it’s time to refresh the brand and give it a fresh look. It’s modernized and connects with customers,” Morris told USA TODAY.
What has changed to Walmart’s Great Value logo?
The biggest change to the updated Great Value logo is the now darker blue background color.
“The role of blue is an important part of our brand. Blue is part of our brand identity,” said David Hartman, Walmart’s vice president of creative. Retailers saw this as an opportunity to make color “a more prominent and intentional symbol throughout the customer’s shopping experience,” he said.
Approximately 10,000 food and consumables deals will be redesigned. Over the next two years, the company plans to phase in the product, starting with snacks, cereals, cream cheese and sour cream products.
Additionally, the new design also includes consistent placement of nutritional information and efficacy claims, the retailer said.
Great Value Brands is the largest consumer packaged goods brand of food and consumables in the U.S., and can be found in nine out of 10 U.S. households, according to Walmart.
Morris said Walmart customers save an average of 35% annually by purchasing private label products over name brand products.
The use of private label products is increasing
There is increasing acceptance of private label brands across retailers and manufacturers as shoppers seek better deals to stretch their money.
“As American grocery shoppers continue to opt for higher prices, store brands offer even greater peace of mind at checkout,” Peggy Davis, president of the Private Label Manufacturers Association, told USA TODAY. “In fact, in the first quarter of 2026, consumers realized an average savings of 17% compared to national brands, up from 12% in 2025.”
According to the 2025 NIQ Report on Private Label, 53% of global consumers said they are likely to purchase more private label products than ever before.
Consumers may have previously considered store brands to be inferior to name brands. However, the stigma against private labels is waning, with 68% of global consumers saying private labels are a good alternative to name brands. 69% of global consumers say private label products are good value for money, and 60% of global consumers say they would buy more private label products if a wider variety was available.
Additionally, 37% of consumers are willing to pay as much or more for a store brand they like than a national brand.
“The price gap between national brands and store brands is narrowing, indicating that shoppers are willing to spend more on premium store brands,” Steve Zurek, vice president of strategic analysis and insights at NIQ, told USA TODAY.
There are also generational influences.
Gen Z shoppers are “on track to become the most loyal private label buyers we’ve ever seen,” Zurek said. “They are more critical of product characteristics and want a better experience with the products they buy. Store brands often exceed these standards and offer them at discounted prices.”
According to a report by the Private Label Manufacturers Association, store brand sales in 2025 grew at three times the rate of national brands. Store brands increased by 3.3%, while national brands increased by 1.2%. Total store brand sales in 2025 were $282.8 billion.
Stephen J. Beard contributed to this report.
Betty Lin-Fisher is a consumer reporter for USA TODAY. Contact her at blinfisher@USATODAY.com or follow her at @blinfisher on X, Facebook and Instagram and @blinfisher.bsky.social on Bluesky.. Sign up for our free The Daily Money newsletter, breaking down complex consumer and financial news. Subscribe here.
