The "Official" Great Value Launch!
By
Here it is in a press release dated March 16th, published on the Walmart website and released to the newswires the “official” launch of the rebranded Great Value brand has finally been announced. For regular readers of this blog, the “official” launch will come as no surprise as I have written of it on many occasions. The pictures included are “official” Walmart press photos from the Walmart website. I will reserve my reactions to the new Great Value until I can experience it in store and taste it at home, so stay tuned and I will visit the local Walmart and see what I can find.
Here is the release in its entirety:
Walmart’s Revamped Great Value Brand Delivers Affordable, Quality Choices When Consumers Need Them Most
Retailer Transforms its Great Value Brand with More Products, Consumer Friendly Packaging and Improved Quality
BENTONVILLE, Ark., March 16, 2009 – At a time when families need to make every penny count, Walmart today released new details about the expansion and enhancement of its Great Value brand in the United States. The new, improved Great Value products – which will begin appearing on shelves this month – provide families with affordable, high quality grocery and household consumable options comparable to national brands. The retailer’s Great Value brand, first introduced in 1993, spans more than 100 categories and is the country’s largest food brand in both sales and volume.
With a strong focus on better quality, Walmart worked with several hundred suppliers and product testing facilities to:
- Test more than 5,250 products against leading national brands to ensure Great Value quality is equal to or better;
- Conduct more than 2,700 consumer tests to compare the flavor, aroma, texture, color, and appearance of Great Value products against leading national brands;
- Change the formulas for 750 items including: breakfast cereal, cookies, yogurt, laundry detergent, and paper towels; and
- Introduce more than 80 new products, such as: thin crust pizza, fat free caramel swirl ice cream, strawberry yogurt, organic cage-free eggs, double stuffed sandwich cookies, teriyaki beef jerky and more, all at unbeatable prices.
“Walmart remains committed to providing our customers with quality national and private brand products at unbeatable prices,” said Andrea Thomas, Walmart’s senior vice president of private brands. “Through our Great Value brand re-launch, we are delivering on our promise to provide customers with the quality products they need and want at a price they can afford to help them save money and live better.”
According to new consumer data from GfK Custom Research North America, 75 percent of shoppers, say the “current economic conditions” are playing a big role in their decision whether to purchase national or grocery store brands. Additionally, three out of 10 consumers in the study say they are now “buying more store brand products” compared to a year ago, and more than 77 percent of respondents “agree” that the store brands they buy “are as good as, if not better than, national brand products.”
In addition to product testing, Walmart redesigned Great Value packaging graphics to create a consistent, recognizable look throughout the store, making it easier for customers to find their favorite products. The new Great Value packaging offers easy-to-read nutrition labels and more appetizing food photography. Walmart also reduced packaging when possible as part of the company’s sustainability goals.
Walmart is so confident in the quality of its Great Value products that the company guarantees every product.
The retailer plans to continue its focus on quality through a new Quality Monitoring Program, which will provide ongoing evaluation of the quality of products from the factory to the shelves.
Walmart is supplementing its quality promise with a staffed toll free number for product inquiries. Additionally, customers can find product information at www.walmart.com.
Walmart is asking customers to share their favorite Great Value items by encouraging them to rate the products and offer reviews on walmart.com.
The product re-launch is beginning this month with the majority of products appearing on store shelves by the end of May.
For more information about the Great Value brand at Walmart, visit www.walmart.com.
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[...] new Walmart Great Value packaging is being critiqued out of context and deserves more [...]
Thanks for the comment, I simply report on Privte Brand and am in no way affiliated with Walmart or Great Value. I suggest that you contact Walmart directly and express these concerns.
This is some of the worst package design I’ve ever seen in my life.
I have to say I think the packaging is extremely ugly. But I don’t care because the white packages will definately stand out more on the shelves. Since I buy primarily Great Value brand anyway, I think the new packaging will make it easier for me to find the GV tomato sauce or flour tortillas that always seem to hide among the other brands. If the ugly package discourages others from buying GV, then maybe I won’t have to stock up on the Quick Biscuit mix that always sells out!
I don’t agree with RYAN [100%] .. but don’t like the packaging also
Interesting launch. It will be fascinating to see how the other major brands respond.
I’m also surprised by the negative comments on the packaging. If we think about the goals of packaging design, Walmart probably hit the nail on the head.
1) be different – it certainly is
2) stand out on the shelf – it certainly does that
3) support the brand concept – If the concept is to be a top end value brand, that stands out against other generics, this looks like it does that as well.
4) Not infringe on other customers’ packaging. I would say it does that as well through its simplistic nature. Very different packaging compared to Dove, Olay, Fritos, etc.
I thought the packaging was attractive and stood out for a private label product, I also do not agree with one of the comments about not appealing to the middle class, on the contrary, I think it will appeal to the middle class, as a well designed package with a decent price point.
Hi there,
Can i take a one small photo from your blog?
Thanks
Saurooon
I have begun to see some of the new packaging on shelf: frozen pizza, cereals, etc. Is there anyway to know or find out which items were reformulated. It would be great to see if the changes have resulted in improved quality. Any thoughts?
Bob
I am sorry to hear about your bad experience with Great Value products, maybe that is why Walmart is working on improving them. I am an independent observer who has no connection to Walmart. I do not work for Walmart and I am not associated with them in any way, I would try contact them through their website http://www.walmart.com
Thanks
Christopher Durham
I live in a small town which includes a Walmart, Kmart and one other generic brand of grocery store. In my own opinion, Kmart should close its doors (at least in this community)permanently. They are just taking up space in our community. The generic brand of grocery store seems to compete reasonably well with Walmart. However, our walmart store seems to provide those things that are required to maintain a healthy life style. My wife is a professional shopper and has at least 55 years of experience shopping. she has sought out the Great value brand “routinely” and as a result, has achieved obtaining the top of the line food products, Labeling notwithstanding! Walmart is about management and are dedicated to managing their stores to the highest level achieveable. Not only do I respect them for providing quality products at a low cost but they do it with an attitude of confidence. It is a cool place to shop in the summer and a warm place to shop in the winter. Why would I shop anywhere else? I would buy the quality product at the cheapest price if the lable only included the name of the producer and a brief description of its content. Why all the fuss about pretty boxes and cans? It’s what’s inside that counts!
Gene,
So how long have you worked at WalMart? And your wife is a “professional shopper?”
Thanks for reading, I do not currently work for Walmart and have never been employeed by Walmart, if you check out my about page you will learn more about me and you can click through to my linkedin profile and learn even more. My wife is a buyer for a womens clothing retailer so yes she is a “professional shopper”
While I agree that we look to the contents rather than packaging on items, I have to say that packaging does make a difference, especially when it comes to recruiting new buyers for their GV products. We, who have discovered GV to be a worthy product line, have experience and history to assist us in overlooking those ugly white packaging labels. While times are tough and everyone’s looking for great deals, I also hate the associations that could be made with having a cart full of white labeled products–being the generic queen, etc. With their previous packaging, it was nice to know I was getting the most bang from my buck without people taking too much notice. I’ve often sent GV products overseas in care packages, and I like that the recipients can’t discern that the products are a generic line. (I mean, it’s nice to be cheap, but I don’t want everyone to know that I am.) They just know GV as another reputable line. Too, I’ve always been a fan of GV Teriyaki jerky, and while prices have not gone up, the repackaging has my jerky priced the same for a smaller bag. It was an 8 oz bag; now, it’s 6.2 ounces. I don’t think that “repackaging” has given me a deal on my jerky anymore, and I’ve ceased buying it.
I see a lot of argueinga about appearence, but who cares if the package is ugly as long as the product is good. My problem stems from the reformulation of some of the products!!!
In November of last year my 2 year old son was diagnosed with food allergys…MILK….EGGS and WHEAT..and most especiallya GLUTEN intolerance as he carries one of the 4 genetic markers for Celiacs disease. It has been so hard to find foods that are gluten free and safe for him to eat. I was thrilled to find that most of the Great Value products were gluten free and clearly labeled as so making my efforts to feed him so much easier. Now though I’m noticing that many of the products have been changed and are no longer labled gluten free. Most specifically the soy sauce and the steak sauce though there are several others. This is extremely frustrating as now I must go back and re read every lable on every product that I had already put on my approved list. Also I had become dependant on the soy sauce to flavor some of his foods and now that that is gone he is not eating as well as he was.
I would like to ask that the formula be changed back. Epsecially on the soy sauce. It was wonderful just the way it was. And I would like to ask that you look into making more of your products gluten free. Food allergys and specifically gluten problems are on the rise and you will gain a large and loyal customer base if you consider this.
My Family and I did not like the new Walmart strategy of “rebranded Great Value brand”. In our opinion, it was a big mistake from the part of the Walmart Co.
Now, most of the G.V. items look too much like the old generic brands from some Supermarkets in the 80’s. We know that all of those generic products were of an inferior quality when compared with any branded products, which that’s not the case with the Great Value items. Most of the G.V. products are,perhaps, as good as any other regular brand.
I am not a Marketing professional, but in my opinion, what a bad and big Marketing misstep strategy from the part of the Walmart Co.!
Today, I don’t feel encouraged to buy as many as G.V. products as I used to. I feel and it shows in my cart that I am buying a lot of those poor valued generic products again.
The new packaging is TOO PLAIN – even the Wal-Mart Associates can no longer tell the difference in the cartons of cottage cheese and sour cream! They have been repeatedly mixed together in the cottage cheese section; and yesterday, large curd and small curd cottage cheese cartons were mixed together. I do not like having the read the “fine print” on the carton to make sure I’m buying the right product! At least give it SOME sort of color coding to differentiate between different products!!!
I spoke to an associate about it, and he was complaining, too. That says a lot…
I have always been satisfied with the quality of GV products, and I continue to buy them, but I think the new packaging is a turn-off. It reminds me of poor quality generics.
I can’t tell you how appalling the packaging is on your products now. I didn’t realize how important packaging was. It is actually hard for me to buy your products now. Please reconsider this. I’m not sure who thought, at your company, this was a good idea to change to such a bland packaging. Bad idea!
I used to buy Great Value.
I will no longer purchase these products, however.
I feel the packaging SCREAMS “I’M POOR”.
Also, it reminds me of another product called “Always Save”.
I lived in a small town in the mountains and there were two “off” brands: BEST CHOICE, and ALWAYS SAVE.
BEST CHOICE was just like any brand name product, with similar packaging.
ALWAYS SAVE was barely edible. Their packaging looked generic as well.
Sorry, GREAT VALUE, but your products will not grace my shopping cart, OR my pantry.
I will now buy ONLY “made in AMERICA” products. The extra cost will be worth it to save jobs and keep us from becoming a third world country anyway!
Not only it is the ugliest packaging ever, I am personally embarrassed to have it in my basket or on my shelves at home. I regularly buy generics that save my family money, but whoever (at Walmart) let this packaging hit the shelves should be pink slipped asap. This is probably what is wrong with Walmart right now. That means that if they pass this along as their idea of what works in the marketplace, there are bound to be other decisions they are making that equally poor. Wake up Walmart, before you are replaced by the next Gibsons, etc…
You get what you pay for, I bought great value trash bags, you can’t even tell where to pull the bags open to use them, I don’t have a minute’s time to open a trash bag to use.
“great” value.
How interesting. I don’t grocery shop a whole lot at Walmart but did last night. I noticed this new labeling for Great Value but did not link it to the old Great Value. I saw it as more of a generic brand therefore, I did not buy any of it. It wasn’t until speaking with a coworker today that I realized it was just different packaging for the original label. I will buy some of it now but I wonder if others will also shy away from it and mistake it for a more generic and inferior product.
I enjoy the great Value in GV products, however the new packaging is a real turn off. It screams I am cheap and now I look cheap. I am actually self conscious of the products in my cart. Looks worse than Kroger cost cutters, I almost wonder if the National brands are not subsidizing the change. Makes you wonder who the rocket scientist is that dreamed this stupid move up! I have been in retail for 40 years and it is hard for me to imagine a giant like Walmart would even consider going generic. The old packaging was comforting! Dan
I personally like the white packaging. I am an artist and have a good eye for color. I think some people remember their grandparents or parents getting food commodities with simple white packaging and relate this to poor circumstances or quality. Not so. My favorite bread is the Great Value brand. It is not gummy and makes nice crispy toast. Hate the so called dough conditioner that “name brands” put in. Well that is my opinion and I think it goes a long way toward the comments , many things we relate to are subconcious. Go well all.
I, too, am an artist. Spend 16 years in the industry in major markets. If you feel this is good package design, I would not have hired you. Nothing is good about this package design.
dallasnewsgirl,
I make no claims to being an artist, nor do I state in this post whether the Great Value design is good or bad or whether I personally like it, read through some more of my posts on the subject and you may discover the answer.
Thanks
Christopher
dear wal mart thanks for having more great value products i like all of your products but can yall come out with some 100% pure pomegrante juice? i drink this every day for my health and would really like to see a cheaper product it goes for
$3.96 at wal mart right now thanks for your products and a reply would be appreciated oh and i love the english muffins low in salt good for my health.. sincerely charles ashmore
I hate the new label. I have not purchased any thing that goes into my mouth or body. I did buy some zip lock bags and clorox but that is all. I won’t eat any of it, as it just screams CHEAP QUALITY and knowing much of it was reformulated, it makes me thing that all the quality is not gone and they make it worse not better. NOPE I won’t buy any of it any more, it just looks creepy and tasteless. I used to buy some of the GV Cottage Cheese, but now it is just white with COTTAGE CHEESE on it. Who wantes to eat that???? No me. It bugs me so much that I hardly go to Walmart any longer I just go to Kroger.
I don’t care what the packaging looks like as long as the products are of good quality. I recently bought the pancake mix and I was skeptical, but the fluffy pancake mix was delicious. In addition, all you add is water.
I’m sorry for those people worried about the packaging screaming “I’m poor” People, you better stock up your pantries you may just be poor in a year from now.
This is about the most stupid packaging I’ve ever seen. Not only is the package terrible, the product is the worst I’ve ever bought. I will pay the extra for name brand to get quality product.
Who manufactures GV products? Do products come from overseas or are they ALL U.S. manufactured.
Thanks
Great Value is a very large brand with hundreds of skus, I would suggest you contact Walmart if you have specific questions.
Thanks
Christopher
Well I”ve tried several best value items and I love most of them.They taste very good and are very affordable.I guess the ones out there that still have money can be picky and buy things just because of the brand on it,when you could purchase the same item,just as good,in every way for half the price.Do youre own figuring !
The product that effects me is the Trail Mix. The old Sam’s Choice packaging was very nice. I find it embarrassing to put the new Great Value package in my cart. They also changed the peanuts. They are now long, hard and have no flavor. My favorite Walmart product has been ruined.
I purchase a box of Grape flavored Great Value fitness drink mix from Walmart open the package only to find it was clear no flavor. Inspecting the box there is no information on the box to call in a complaint.
Kathy
I am not affiliated with Walmart I suggest you contact them directly.
Thanks
What really worries me about internal brands, in this case Great Value, is that the consumer doesn’t know exactly where the actual product was made and who really made it. This is a HUGE disservice to consumers. The FDA needs to mandate in-store branders to note on the package who made the product. How helpful is it to see “packaged for walmart stores” on the label? Not very.
I have noticed,as have others, that the “NEW and IMPROVED products have now ended up in smaller containers.WALMART has shaved a couple of ounces out of many products
Yesterday I bought two Walmart Great Value brand products for the first time ever.
I think the concept is going to work.
It’s a far better brand concept than, “Equate” which has never, ever appealed to me.
If I think about it long enough I finally realize they’re saying that it “Equate’s” to what I was buying before, for less money, but then I have to do the mental calculations.
Simple packaging with “Great Value” on it was enough to make me try it. The price was better and I’m eating as we speak.
For the cream cheese anyway, taste-test approved.
P.S. Yes, I thought the packaging was ugly. Yes, I bought it anyway. Yes, my impression of the brand is good now and the packaging looks just fine in my fridge. Mission accomplished.
Thanks for the comment, I hope the comments are professional and address, Walmart’s Private Brand Strategy, the new package design or a similar business issue. This should not be simply an opportunity to attack Walmart.
Which photo would you like to use?
My understanding is that if it is in new packaging it has been quality tested and it either met the standards or was reformulated