Walmart Redesigns Private Label Packaging
The company is prioritizing nutrition facts such as protein content on the front of packages.
Apr 16, 2026 | 2 min read
Walmart is redesigning its Great Value private label packaging for the first time in more than a decade, aiming to help customers more easily identify key nutrition details such as protein content and gluten information.
“Encompassing 10,000 different products, Great Value is Walmart’s largest store brand and one of the biggest food and consumer packaged goods labels in the U.S. The revamp comes as shoppers increasingly view private label foods not as a step down from national brands, but as an equivalent,” reported The Associated Press.
Walmart said the redesign will also support store employees and fulfillment teams who need to quickly identify products while assembling online orders.
The updated cartons, boxes and packaging will begin appearing on store shelves next month, said Scott Morris, senior vice president of Walmart’s U.S. private brands division. The redesign does not include any changes to the products themselves.
According to Dave Hartman, Walmart’s vice president of creative design, nutritional information will now be positioned in the upper right-hand corner of Great Value packaging to improve visibility.
The new look also incorporates more appetizing product imagery. For example, a frozen lasagna package will feature a plated serving garnished with basil and presented on a table setting, replacing the current simpler white-background design, according to Walmart executives.
Private label sales in the United States reached $330 billion in 2025, according to Circana, accounting for a 24% unit share and a 23% dollar share of the total market.
Read more about how private label drives margins and differentiation for convenience retailers in the NACS Magazine feature “Private Label Profit Potential.”
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