On March 8th I offered you a "preview" of Walmart's new private label strategy – indicating that the information I gave you was "under reserve". Walmart has officially just announced the "Great Value" launch on March 16: "Walmart’s Revamped Great Value Brand Delivers Affordable, Quality Choices When Consumers Need Them Most. Retailer Transforms its Great Value Brand with More Products, Consumer Friendly Packaging and Improved Quality".
We find all the features that I described: the highlighting of the brand / white pack / emphasis on product quality / suggestions on the rear / the "Sun" sign indicating affiliation of the private label to Walmart ... and bilingual English / Spanish wording.
* Test more than 5250 products against leading national brands to ensure Great Value quality is equal to or better;
* Conduct more than 2,700 consumer tests to compare the flavor, aroma, texture, color, 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, all at unbeatable prices.
"Walmart remains committed to providing our customers with quality national and private brand products at unbeatable prices," said Andrea Thomas, Walmart's senior Vice President of private brands. "Through our Great Value brand re-launch, 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."