Walmart Introduces Great Value Organic

Great Value OrganicOver the last few weeks, Walmart seems to be everywhere in private brand news, and today is no different. This weeks circular sheds light on the next step in the evolution of the Walmart private brand portfolio and the latest answer to organics after abandoning their distribution of Wild Oats.

Great Value oRganic beansA two page spread introducing of Great Value Organics in the U.S. follows the introduction of Great Value Organics in Canada in late 2015. This U.S. version comes with new packaging that closely follows the expected category cues, while still seeming a bit fresher than most of the existing Great Value sku’s.

This is a traditional private label line extension of their mega-brand Great Value – with ORGANIC brought loudly to the top of the pack and the “Great Value” name minimized underneath. This is attribute first design that places the brand firmly in 2nd or even third place.

This feels like the simple and obvious solution for the Organic shopper at Walmart. The question are:

  • Will the organic shopper care?
  • Is Walmart, Great Value & Organic a contradiction in terms or will customers Believe?
  • Is this simply a trade up strategy for the traditional Walmart shopper?
  • Is this enough to steal share from Kroger’s Simple Truth?
  • How will Walmart address the expanding Free-from product segment?
  • How will Walmart address “Natural” products beyond cleaning?
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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.