Wal-Mart relaunches Great Value Brand

US retailer Wal-Mart has released new details about the expansion and enhancement of its Great Value brand in the United States. The company said the new, improved Great Value products will begin appearing on shelves this month and provide families with affordable, high quality grocery and household consumable options comparable to national brands. The retailer’s Great Value brand, introduced in 1993, spans more than 100 categories and is the country’s largest food brand in both sales and volume. With a strong focus on better quality, Wal-Mart worked with several hundred suppliers and product testing facilities to: test more than 5,250 products against leading national brands to ensure Great Value quality is equal or better; conduct more than 2,700 consumer tests to compare the flavour, aroma, texture, colour, and appearance of Great Value products against leading national brands; change the formulas for 750 items including breakfast cereal, cookies, yogurt, laundry detergent, and paper towels; and introduce more than 80 new products, such as thin crust pizza, fat free caramel swirl ice cream, strawberry yogurt, organic cage-free eggs, double stuffed sandwich cookies, teriyaki beef jerky and more.

“Wal-Mart remains committed to providing our customers with quality national and private brand products at unbeatable prices,” said Andrea Thomas, Wal-Mart’s Senior Vice President of private brands. “Through our Great Value brand relaunch, we are delivering on our promise to provide customers with the quality products they need and want, at a price they can afford to help them save money and live better.” In addition to product testing, Wal-Mart redesigned Great Value packaging graphics to create a consistent, recognisable look throughout the store, making it easier for customers to find their favourite products. The new Great Value packaging offers easy-to-read nutrition labels and more appetising food photography. Wal-Mart also reduced packaging when possible as part of the company’s sustainability goals.

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