Walmart Challenges Trader Joes With Cookie Butter Cream Cheese

Once a private label laggard Walmart is now challenging innovators like Trader Joe’s with new products featuring fun flavors. The retailers private brand Great Value now includes a cookie butter (TJ’s calls it Speculous) cream cheese spread that has social media buzzing. Instagram user candyhunting spotted it in store.

A few of the flavors the Great Value line includes are Chocolate Hazelnut, Honey Almond & Vanilla($2), Blueberry & Lemon Zest ($2).

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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.