This past weekend my family and I visited our local Walmart in the hopes of finding the rumored Marketside Private Brand products, unfortunately they were no where to be found. However I did discover what appears to be the first visible bumper on the Great Value brand. It was no surprise that the now familiar minimal white design is well represented in premium ice cream. However as I passed the premium ice cream and headed down the aisle a bank of the old Great Value design loomed large in the freezer. I opened the door and was a bit puzzled, something was different, but what? And then I realized that the old package design had been altered, the Great Value text logo was no longer present, the ice cream was now unbranded. This product had not made the cut.
It leads to a few questions:
Is unbranded a legitimate strategy?
Is there a larger portfolio play in the works?
Should Walmart develop a brand positioned to compete against opening price point brands, like Tide Basic or Kroger Value?