A Closer Look At Walmart’s World Table

Since the redesign and relaunch of Walmart’s Great Value their Private Brands and corresponding strategy have been the subject of water cooler chatter from Main Street to Wall Street. Over the last 18 months their portfolio strategies have continued to evolve and grow with the introduction of Marketside in fresh, the adaptation of design strategy on Great Value and launch of Private Brand Wines like Lucky Duck. The most recent addition has been the appearance of the premium food brand World Table. Despite the fact that it has been called a test by the traditional trade press it seems to be rapidly growing with close to 50 skus in cookies, chips, salsa, crackers, nuts, snack mixes, popcorn and pizzas. Interestingly many of these categories where once inhabited by Sam’s Choice, it will be intriguing to see if the new brand replaces the few remaining Sam’s Choice products in cookies, coffee and frozen meal kits.

The new premium unique foods of the world brand positioning stands alongside other remarkably similar Private Brands including the recently launched Food Emporium Trading Company from A&P, HT Traders from Harris Teeter and World Classics from Topco.

World Table gives Walmart an excellent tool to not only expand its Private Brand penetration but provide new and unique choices for its customers. Additionally the fresh upscale modern design is a welcome relief to the stark whiteness of Great Value.

And my favorite part of the new brand is the Salt & Pepper Yukon Gold Chips are amazing.

What do you think of the new brand and it implications for Walmart’s evolving Private Brand portfolio strategy?

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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.