Great Value

Retailer / private label

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Great Value is Walmart's principal value-oriented private-label brand for packaged food, beverages, household consumables, and related everyday products.

Last updated October 19, 2026

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First read: Oct 29, 2026
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Overview

Great Value is a Walmart private-label brand positioned around affordable everyday food and household essentials. Unlike a vertically integrated manufacturer, the brand is primarily a retail label: Walmart specifies, sources, packages, and sells products carrying the Great Value name, while production is performed by a range of third-party manufacturers and suppliers. The identity of those suppliers can vary by product, market, contract period, and manufacturing capacity. The brand is closely associated with Walmart's effort to provide lower-priced alternatives to national brands. Its assortment has included staples such as pasta, canned goods, peanut butter, bread, breakfast foods, desserts, frozen meals, pizza, yogurt, ice cream, cookies, snacks, sauces, and other grocery products. Great Value has also appeared on selected nonfood essentials, including trash bags, paper products, laundry detergent, light bulbs, and related household goods. The exact assortment changes over time and differs among Walmart stores and online channels. Great Value's roots are connected to Walmart's broader private-label strategy during the late twentieth century. Walmart introduced Sam's American Choice, later shortened to Sam's Choice, in 1991 and introduced Great Value in 1993. Reference material about the development of Walmart's private-label program links the early work to discussions involving Sam Walton, Walmart, and Loblaw-related private-label expertise. The Great Value name subsequently became one of Walmart's most recognizable store brands, particularly in food. A major redesign in 2009 moved the packaging toward a predominantly white visual system. At the same time, Walmart announced more than 80 new or refreshed products and formula changes affecting approximately 750 items across categories such as cereal, cookies, yogurt, laundry detergent, and paper towels. The initiative illustrated that Great Value was not merely a fixed low-price label; Walmart also used it as a platform for assortment expansion, recipe changes, packaging updates, and quality repositioning. Great Value products are sold primarily through Walmart's United States stores and digital commerce channels. They benefit from Walmart's purchasing scale, distribution network, shelf presence, and price-led merchandising. The brand competes with other retailer-owned labels and with national brands, often offering a lower shelf price while covering familiar everyday-use categories. Walmart has not published a single comprehensive list of all Great Value manufacturers, and supplier relationships are often confidential. Public recall notices have nevertheless identified manufacturers associated with particular products at particular times. Great Value remains an active Walmart brand. Its importance is strategic as well as commercial: private labels give Walmart control over assortment, pricing architecture, packaging, and customer value perception, while enabling the retailer to serve shoppers seeking economical alternatives. Because manufacturing is distributed among multiple suppliers, product quality, formulation, labeling, and availability should be assessed at the individual product level rather than assumed to be uniform across the entire brand.

History

Great Value developed as part of Walmart's expansion of private-label retailing. Walmart's early store-brand strategy included Sam's American Choice, introduced in 1991 and later renamed Sam's Choice, while Great Value emerged as a separate value-oriented label in 1993. Reference material associates the development of Walmart's private-label capabilities with Sam Walton's interest in strong value propositions and with expertise connected to Loblaw's President's Choice program. The available material does not establish a single individual as the founder of Great Value, because the brand was a Walmart retail initiative rather than an independently founded manufacturing company. The brand's operating model differs from that of a conventional packaged-food producer. Walmart generally does not manufacture Great Value goods in dedicated Walmart factories. Instead, it uses a network of agricultural, food, packaging, and household-product suppliers. Companies such as Conagra and Bimbo Bakeries have been publicly associated with particular Great Value products through product information or recall notices, while other supplier relationships may remain confidential. A manufacturer identified for one product or one recall should not automatically be treated as the manufacturer of the complete range. During the 1990s and 2000s, Great Value expanded across a broad group of grocery categories and became a prominent part of Walmart's value architecture. The line competed with national brands on price and availability while giving Walmart greater control over shelf presentation and assortment. By the late 2000s, reference material described the label as a leading food private brand in the United States, although the available sources do not provide a sufficiently precise, independently verified current sales figure for inclusion here. In 2009, Walmart undertook a substantial Great Value packaging and product-renovation program. The new packaging was predominantly white, and the initiative included more than 80 new products. Walmart also reported formula changes for roughly 750 items, including breakfast cereal, cookies, yogurt, laundry detergent, and paper towels. This was a significant milestone because it combined visual standardization with product reformulation and category expansion. Great Value's assortment has continued to span both food and selected household necessities. Food categories include shelf-stable groceries, frozen meals, pizza, canned goods, pasta, peanut butter, bread, yogurt, ice cream, cookies, sauces, snacks, and desserts. Nonfood examples include trash bags, paper goods, cleaning products, laundry supplies, and light bulbs. Product availability and formulations can vary by store, distribution region, and date. The brand remains active under Walmart and is sold principally in the United States. Its strategic role is to reinforce Walmart's promise of everyday value, attract price-conscious shoppers, and provide an alternative when national-brand prices rise or when customers prefer a retailer-controlled option. Great Value's decentralized manufacturing model also creates complexity: supplier changes, product-specific recalls, and formula updates mean that brand-level descriptions should be supplemented with the label and safety information for the specific item being purchased.

2009
Packaging and product-renovation program
[1]List of Walmart brandsen.wikipedia.org
Walmart moved Great Value toward predominantly white packaging, added more than 80 products, and reformulated approximately 750 items across food and household categories.
1993
Great Value was introduced
[2]The Takeout: Famous brands behind Walmart's Great Value productsthetakeout.com
Reference material identifies 1993 as the year Walmart officially debuted the Great Value brand. Walmart introduced Great Value as an umbrella private-label brand for value-oriented grocery and everyday consumable products, giving the retailer a more recognizable identity for a large part of its grocery and consumables assortment.
1991
Walmart introduced Sam's American Choice
[7]Walmart introduced Sam's American Choicereddit.com
Walmart introduced Sam's American Choice, later shortened to Sam's Choice, as part of the retailer's early private-label development. This predecessor initiative formed part of the broader store-brand context in which Great Value emerged.

Products and positioning

A broad, value-oriented Walmart private label designed to provide lower-priced alternatives to national brands across grocery and selected everyday-consumables categories, supported by Walmart's scale and value-oriented retail model.

Packaged food · 1993
Great Value packaged groceries
The core of the brand consists of everyday shelf-stable groceries such as pasta, canned foods, peanut butter, sauces, condiments, cereal, and other pantry staples. These products are designed to provide familiar household formats at Walmart's value-oriented price points. Specific recipes, package sizes, and suppliers may change over time.
Frozen food
Great Value frozen and refrigerated foods
The frozen range includes products such as frozen meals, pizza, vegetables, desserts, and selected prepared foods. It extends the brand's value proposition into convenient meal solutions and freezer staples. Manufacturing is distributed among third-party suppliers, so production arrangements and product availability are item-specific. Frozen and refrigerated items extend the label into convenient meal preparation and everyday grocery replenishment. The category can include ingredients, side dishes, prepared foods, and other temperature-controlled products sold through Walmart grocery operations.
Bakery and dairy
Great Value bakery and dairy products
Bread, yogurt, ice cream, and related refrigerated or bakery products are sold under the Great Value name in the United States. The range competes directly with branded staples and supports Walmart's strategy of offering lower-priced alternatives in frequently purchased categories.
Snacks and desserts
Great Value snacks and desserts
Cookies, sandwich cookies, snacks, desserts, and ice cream are among the brand's consumer-facing grocery lines. The 2009 renovation specifically referenced new or updated items in categories including cookies and ice cream, demonstrating the label's use of product development as well as price competition.
Household products
Great Value household essentials
Selected nonfood products carry the Great Value label, including trash bags, paper products, laundry detergent, cleaning supplies, and light bulbs. These items extend the brand beyond food and apply the same retailer-controlled value positioning to routine household purchases.
Packaged food · 1993
Great Value grocery foods
The core Great Value assortment includes mainstream grocery products such as canned foods, shelf-stable ingredients, frozen items, snacks, breakfast foods, baking products, condiments, and sauces. These products are developed for Walmart's private-label system and are sourced from multiple suppliers rather than made in one dedicated Great Value manufacturing network. Availability, formulas, package sizes, and labeling differ by market.
Beverages
Great Value beverages
Great Value-branded beverages form part of Walmart's value-focused consumables range. Depending on the market, the assortment can include shelf-stable drinks, drink mixes, juices, coffee-related products, and other beverage formats. Products are positioned as practical lower-cost alternatives and are distributed through Walmart's retail network, with local assortment and supplier arrangements determining what is sold in each country. Great Value beverage products cover routine grocery drinks and related refreshment categories. Availability varies by market and store format, but the line follows the brand’s general emphasis on accessible pricing and practical household consumption.
Household products
Great Value household consumables
The Great Value name has also been used for selected everyday consumables outside the central grocery assortment. The category boundaries vary by Walmart market and can include practical household-use products. These items extend the brand's value proposition beyond food, although Great Value is most strongly identified with packaged grocery products. Selected cleaning, paper, and other household consumables sold under the Great Value name. These products address recurring practical needs and complement Walmart’s broader range of category-specific private labels.
Grocery
Great Value packaged foods
A broad group of shelf-stable foods including pasta, sauces, canned goods, condiments, baking ingredients, snacks, and other pantry staples. These products provide lower-priced alternatives to national brands and are often merchandised as components of everyday meals.

Controversies

2019
Walmart recalls Great Value sausage products over salmonella concerns
Walmart announced a recall of more than 6,000 pounds of Great Value ready-to-eat sausage products over salmonella concerns. Customers were advised not to consume the products and to return them to Walmart or the place of purchase for a full refund.
Source
2019
Almark expands recall of egg products over Listeria concerns
Almark Foods expanded its recall to include 88 egg products produced at its Gainesville, Georgia, plant that may be contaminated with Listeria. The FDA said an outbreak linked to Almark's eggs had sickened at least seven people, with one death reported. Almark said it temporarily suspended production at the plant.
Source

Great Value Rollback meal-value advertising
United States
Walmart used a short-form advertisement featuring a family spaghetti meal made with several Great Value ingredients. The message connected the private label with Rollbacks and household budgeting, stressing that a complete meal could be assembled at a low per-serving cost. The campaign gave Great Value dedicated marketing visibility and presented the range as a coordinated meal solution rather than only as individual low-priced products.
Outcome. The campaign gave Great Value dedicated marketing visibility and presented the range as a coordinated meal solution rather than only as individual low-priced products.
Source

Brand decisions

2009
Rebranded packaging and broad product reformulationGeneration change
Background
Walmart used Great Value as a platform to refresh the appearance and contents of a large portion of its private-label assortment.
Action taken
The retailer adopted predominantly white packaging, introduced more than 80 products, and changed formulas for approximately 750 food and household items.
Aftermath
The program strengthened the visual consistency of the label and expanded its assortment, although the available reference material does not provide a reliable standalone measure of its financial impact.
Source
1993
Creation of a broad Walmart private-label umbrellaStrategy
Background
Walmart needed a recognizable store-brand structure that could support everyday-low-price merchandising across a wide range of grocery and consumable products.
Action taken
The retailer introduced Great Value as a broad private-label identity rather than limiting it to one food category or one manufacturing source.
Aftermath
Great Value became one of Walmart's most visible store brands and continued to expand and adapt its assortment across markets.
Expanded marketing support for Great ValueStrategy
Background
Walmart increased visible marketing support for its private-label grocery brand in connection with its value and Rollback positioning.
Action taken
The company promoted combinations of Great Value products in advertising and framed them as affordable solutions for everyday meals.
Aftermath
The initiative strengthened the brand’s consumer-facing identity and demonstrated that Walmart was willing to market Great Value directly rather than relying exclusively on in-store price and placement.
Source

Recent events

2015
Bread recall affected selected Great Value products[2]The Takeout: Famous brands behind Walmart's Great Value productsthetakeout.com
Recall
A recall involving bread made by Bimbo Bakeries affected selected Great Value packages distributed across multiple states after a potential glass-contamination issue at a production facility.
2010
Recall connected a Great Value frozen chicken-nugget product with Perdue Farms[3]Mashed: The big names behind Walmart Great Value productsmashed.com
Recall
A recall of frozen Great Value chicken nuggets sold in Rhode Island identified Perdue Farms as the manufacturer for the affected product. The event illustrates that Great Value products are made by external suppliers and does not establish that all products use the same manufacturer.
2009
Great Value packaging and assortment received a major redesign[1]List of Walmart brandsen.wikipedia.org
Product generation
Walmart redesigned Great Value labels with predominantly white packaging, added more than 80 products, and changed formulas for approximately 750 items across food and household categories.
Walmart Puts Marketing Muscle Behind Great Value[5]Walmart Puts Marketing Muscle Behind Great Valuestorebrands.com
Campaign · Pricing
Walmart promoted Great Value through advertising tied to its broader Rollback pricing initiative. The reported creative showed a family meal assembled from several Great Value ingredients and emphasized the possibility of preparing an inexpensive serving of food.

Sources12 sources

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