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.”
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.