Great Value Rebrand 2026

Great Value is Walmart's flagship private brand, the largest food and consumables label in the U.S. and found in nine of ten American households. Shoppers already trusted its quality and price, but the packaging felt like a compromise they weren't proud to keep at home. Jones Knowles Ritchie's 2026 identity, made with Walmart Creative, keeps the products and prices while making nearly 10,000 items clearer and easier to find, a store brand people are proud to put in the pantry.