Walmart Redesigns Great Value Brand as Iran War Batters Shoppers’ Pockets

Walmart (WMT) is redesigning its three-decade-old flagship private brand Great Value as U.S. shoppers’ pockets continue to get battered by the Iran war.

Walmart’s Largest Private Brand

The group said the move would “reinforce its commitment to delivering high-quality products customers need, want and love—at an affordable price.” It is the first full brand refresh in over a decade.

Great Value, launched in 1993, is Walmart’s largest private brand and the largest food and consumables consumer packaged goods (CPG) brand in the U.S.

According to Walmart, Great Value products can be found in nine out of 10 U.S. households and save an average family 35% per year. 

 “At Walmart, we’re focused on delivering quality and value our customers can count on every day,” said Scott Morris, Senior Vice President, Private Brands, Walmart U.S. “Great Value has earned customers’ trust over decades, and while the brand is getting a fresh, modern look, what’s inside isn’t changing. Customers will continue to find the same trusted products at the same Every Day Low Prices they rely on.”

What’s Walmart Changing?

Walmart said that the new Great Value packaging introduces a ‘more modern visual identity.’

It said key features of the new design include

• Consistent placement of nutrition information and benefit claims across all Great Value food items
• Clearer visual cues to help customers and associates quickly identify and pick the correct items
• A cohesive, modern look that enhances visibility and encourages product exploration

The redesign will span almost 10,000 food and consumables items and the rollout will be phased over the next two years. It will begin with salty snacks and expand category by category.

Although not mentioning the war as a driver behind the move it comes at a time of huge consumer uncertainty given the rise in gas prices and the risk of higher inflation as a result of the Iran war.

U.S. consumer sentiment plunged to a record low in early April and consumers anticipated a ​surge in inflation in the next 12 ‌months, according to a survey earlier this month. The University of Michigan’s Surveys of Consumers said its Consumer Sentiment Index tumbled to ​an all-time low of 47.6 ​from a final reading of 53.3 in ⁠March.

Is WMT a Good Stock to Buy Now?

On TipRanks, WMT has a Strong Buy consensus based on 28 Buy and 2 Hold ratings. Its highest price target is $150. WMT stock’s consensus price target is $138.85, implying a 11.87% upside.