Walmart\’s World Table Goes Global

\"\"Walmart has announce that it is expanding the distribution of it premium Private Brand food brand World Table to Mexico and Central America. The brand offers a selection of premium pizzas, cookies, crackers, dips and chips imported from countries all around the world including: Belgium, France, Italy and USA. World Table will be available in Walmart and Superama stores Central and South America.

This announcement should bode well for the continued growth and development of World Table in the US.

ASDA Walmart

Walmarts ASDA Building International Private Brands

\"PrivateWalmart owned European supercenter ASDA is preparing to create international Private Brands that will be sold throughout Walmart’s grocery chains around the world. The first categories to be overhauled will be beer, alcohol, beverages, cereals, snacks and cookies. They will be followed by candy, canned foods, soft drinks, deserts and baking products, vegetables and meat and frozen food in November.

This move comes a little more than a year after Walmart relaunched and redesigned its flagship Private Brand, Great Value. Great Value has been seen in several countries throughout the world including Mexico and India so it will be interesting to see how these new brands interact with the American created Great Value. If Walmart chooses to use ASDA as a development arm for Private Brand throughout the world it has the potential to be a game changer for Private Brands in the US.

Asda’s “Free from” range will be redesigned in December. The Walmart owned supermarket redesigned its premium Extra Special range with new recipes and packaging last year.

Asda global chief marketing officer Rick Bendel told the English trade magazine Marketing Week that the supermarket chain was looking to develop five or six international Private Brands that would be sold globally through Walmart owned chains.

Bendel says that in the UK, Private Brands are part of marketing while in other countries they are seen as viewed as downmarket imitations of branded goods.

He says that Private Brands are more developed in Great Britain with penetration approximately 50%, compared to 15% in other countries.

Asda is also preparing to redesign its UK Private Brands to improve its quality perception, according to reports. The first categories to be reworked will be the beer, alcohol, beverages, cereals, snacks and biscuits.


Bodega Aurrera Mexico Walmart

Great Value in Mexico, Olé!


Last week one of my coworkers returned from a week long trip to Piedras Negras, Mexico where he, his daughter worked on a church sponsored project to build houses for the homeless. He emailed me a couple of nice pics of the Spanish interpretation of the redesigned Walmart Great Value in a Walmart owned Bodega Aurrera. The design is singularly consistent with the American version with Spanish replacing the bilingual packaging.

Walmart de Mexico operates approximately 1,232 including: Supercenter: 156, Superama: 68, Sam’s Club:  92 Suburbia:  84, Bodega Aurrera: 472 and VIPS Restaurants: 36

In 2008, Walmart de Mexico invested in a new convenience store format aimed at low-income consumers. The store is called Mi Bodega Express, which is a smaller scale version of Walmart de Mexico\’s discount chain Bodega Aurrera. The stores were opened in major Mexican cities such as Mexico City, Monterrey, Guadalajara and Tijuana.
According to Walmart\’s official website, Walmart de Mexico has announced an unprecedented $11.8 billion peso (approximately $794million usd) investment plan for 2009. This plan will generate more than 14,500 new jobs and 25,000 indirect jobs. They will open 252 new units from its self-services formats (Bodega Aurrera, Walmart and Superama); Sam\’s Club and Suburbia apparel stores.