Walmart’s Great Value Roll Out Delayed.

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In an article published June 15 by Reuters, “Marketside getting Walmart’s name added to its own” Wal-Mart spokeswoman Caren Epstein confirmed that Walmart’s relaunch of its Great Value private label “has been a little bit more delayed than we would have hoped.”

In a research note on Monday, J.P. Morgan analyst Terry Bivens said the private label relaunch was tracking slower than expected and “discussions with industry sources and store checks reveal the new line in a few dozen categories, short of the 100 or so believed to be targeted.”

The Great Value brand includes thousands of products across more than 100 food, beverage and household product categories.

In March, Walmart began putting revamped Great Value products on its shelves, and said it expected the relaunch to be completed by the end of the summer. It has changed formulas for 750 products, added more than 80 new items to the line and updated its packaging.

“We believe the relaunch has likely been delayed by lead times, as well as product breadth and complexity,” Bivens wrote in the research note.

Epstein said Walmart had an “aggressive” relaunch schedule and “part of the delay was wanting to make sure we got it right.”

Read the entire article.

Given the significant quality, design, packaging and logistics investment involved in this it is no surprise that the rollout of Great Value has been delayed. As it slowly trickles into store sit is intriguing to experience the “New” Great Value and  speculate on the branding strategies being implemented.



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.