Walmart’s Great Value Continues to Evolve.

Great Value New Design Ice creamThis 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?

Great Value Ice Cream - Old

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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.