"Walmart customers expressed that while they appreciate how much money they save, they're not necessarily proud to have the products out when company comes over. "They want to be proud to buy Great Value," says Scott Morris, SVP of private brands, food, consumables, and manufacturing at Walmart U.S."
"The timing of the rebrand is apt. Inflation has pushed grocery prices up across the board over the past few years, and consumers who might once have defaulted to Whole Foods or a specialty grocer started filling their carts at Walmart, often for the first time."
Great Value, Walmart's largest private label, is present in 90% of American households and is the largest consumer packaged goods brand in the U.S. Customers appreciate the savings but desire a brand they can be proud of. In response, Walmart is launching a comprehensive redesign of Great Value, the first in over a decade, affecting nearly 10,000 items across 100 categories. This rebranding comes at a time when inflation has shifted consumer shopping habits towards Walmart.
Read at Fast Company
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