Fifty2 – The MPB Project: Walmart – World Table

“Fifty2: The My Private Brand Project,” will present a carefully curated look at the best Private Brands in the U.S. across all retail channels. The weekly series presents a look at one great Private Brand with insight, analysis and original photography. I am looking for retailer-owned private labels that are BRANDS. Brands that bring their positioning and business purpose to life through: great design, purpose, expertise, confidence, emotion, lifestyle and innovation.

To submit a brand for consideration please email

World Table Pizza FrontWorld Table

In March of 2009, the Private Brand industry was abuzz with the official launch of the redesigned and reformulated Great Value at Walmart. The renewed commitment to Great Value combined with sku rationalization and a worsening economy spelled doom for the fatefully austere private label packaging and the retailer was forced to backpedal and rethink its strategy.

At the height of the Great Value controversy, Walmart quietly introduced the premium brand, World Table. Silently entering the store, it replaced many Sam’s Choice items and introduced new, unique and interesting products. And unlike its much-maligned sibling, Great Value, it abandoned the generic and established a distinctive brand positioning and visual voice with a brand story and package design that competently brought them to life. The packaging proudly reads:

“At World Table, we explore regional cuisines and international dishes, so you can bring these authentic tastes into your home every day. All of our recipes start with a variety of high quality ingredients and are crafted with care. You and your family will discover a world of new, delicious flavors in every bite.”

Despite its foundation the brand suffers from the lack of strategic importance created by the implosion of the Great Value private label strategy. Out of stocks and dropped products have become the rule rather than the exception.

So why include it in Fifty2?
The answer is two-fold:

One: Walmart shoppers have proved that the brand lives in the heart of customers and not an office in Bentonville, AR. My Private Brand readers who are Walmart customers have submitted 100 comments consistently complimenting the brand and its products and complaining about the out of stocks.

“The offerings seem to be uniformly excellent with the Yukon Gold Garlic Mashed Potato chips topping the list!! The salsas, cookies, and snack mixes provide more healthful options with great flavor and variety. Go World Table!!”

Just tried the World Table Thin Crust Pepperoni Pizza with Fresh Mozzarella. Surprisingly good! The extra circles of mozzarella cheese are a definite upgrade and the pepperoni was excellent. So was the sauce. The end crust would actually fall apart in my mouth! A first for me from a frozen pizza.”

I love the World Table brand. The Spiced Sweet Potato Chips rock and I’ve loved all the crackers I’ve tried so far…Jalapeno Cheddar Crackers, Honey Flax Crackers, Black Pepper and Sea Salt Crostini Crackers. The biscotti’s are excellent, as well as the Spiced Chai and the thin sugar cookies. All super yummy and my food snob friends have changed their ways as well. I’m so happy to be able to get these great food items at my local Walmart.”

“We were just at Walmart and tried to find the World Table Berry Crackers, but didn’t see them in the cracker aisle at all. Really like them, but can’t find them!”

I love the World Table Cheese bites but can’t find them much. We have been to 5 Walmarts in this area and only 1 had them. They are awesome!!”

Two: World Table, along with other brands in the Walmart Private Brand portfolio (Lucky Duck, Marketside, Ol Roy, George, Canopy, etc ), demonstrates the potential for Walmart to create and manage great brands that give customers a reason to love Walmart beyond just price.

Walmart’s World Table demonstrates that well constructed, competently designed, consumer focused brands have a place not only in the Walmart Private Brand portfolio but in the heart of the Walmart customer.


Brand: World Table

Brand Focus:

Bentonville, Arkansas 

2011 USA Retail Sales ($000):
2011 Stores:

To submit a brand for consideration please email

Previous articleCONAD: Specialty Private Label Becomes A Premium Retail Brand
Next articleAnnouncing: The Dieline Package Design Conference 2013!
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.