Walmart’s Continues Private Brand Expansion With Great Value Naturals

Great Value Naturals - frontOn Friday, Bentonville, Arkansas-based retail giant Walmart announced the introduction of an extension of their multi-billion dollar Private Brand: Great Value Naturals. The all-natural cleaning products are now available in more than 2,000 Walmart stores across the U.S. and will be available soon on

The move comes a little more than a week after Walmart began testing their new neo-generic private label, Price First, in as many as ten markets. It points to an increase in the strategic importance of the Walmart Private Brand portfolio as a means of differentiation beyond simply price. Great Value Naturals continues the recent redesign of Great Value from it’s white 2009 generic design to a colorful, more category-specific design. As such, the “Natural” design hits all the expected natural and organic cues with a predominant green color scheme and some leaves thrown in to reinforce the positioning.

“The launch of Great Value Naturals is an important step in making green cleaning habits an affordable option for millions of consumers,” said Alberto Dominguez, Walmart vice president and divisional merchandise manager in the official Walmart press release. “Many consumers have the perception that all-natural cleaners are more expensive and don’t work as well as traditional cleaning products. Great Value Naturals addresses those concerns by combining affordability, performance and care for the environment.”

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Although small there is a All Natural call out on the mustard just above the word Yellow

Over the last few years, Walmart has avoided the creation of a natural and/or organic brand like most of it’s competitors (O Organic & Bright Green from Safeway, Wild Harvest from Supervalu, Simply Balanced from Target) in favor of leveraging natural and organic as a product attribute instead of a brand. Examples of this can be seen in the recent introduction of Sam’s Choice Organic canned vegetables, Great Value Organic milk, and Marketside IMG_7808Organic lettuces. If the strategy is intentional, it could be a peak inside the mind of the Walmart shopper. Is she more likely to trade up to natural and organic products to take better care of her family than because she is concerned about the earth?

Great Value Naturals cleaning products are made from plant-based, all-natural Evolve cleaning technology and are 100% chemical-free and toxin-free, biodegradable, non-allergenic and packaged in recyclable materials.

The line includes four natural cleaning products:

  • Great Value Naturals Liquid Laundry Detergent:  $8.97 for a 100 fluid ounce bottle (64 loads)
  • Great Value Naturals Multi-Surface Cleaner:  $2.47 for a 32 fluid ounce sprayer
  • Great Value Naturals Glass and Window Cleaner:  $1.98 for a 32 fluid ounce sprayer
  • Great Value Naturals Automatic Dishwasher Gel:  $3.97 for a 75 fluid ounce bottle

Evolve is the first all-natural cleaning technology that is lab-tested to achieve results at levels of efficacy previously seen only through the use of petroleum-based cleaners, detergents, degreasers and solvents. The technology effectively captures and breaks down soils, grease, grime and odor-causing bacteria without leaving harmful residues or irritants behind on skin, surfaces, or the environment.

“As the first green technology to match the potency of chemical cleaners, products with Evolve-based technology deliver a level of clean that consumers often notice after a single use,” said Benjamin Shell, CEO of Agaia, makers of Evolve. “It’s no longer necessary to sacrifice the familiar strength of traditional cleaners to have a toxic-free environment at home. With products made from Evolve-based technology, consumers get the best of both worlds – superior cleaning and all-natural safety – for the first time.”IMG_7812


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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.