US: Wal-Mart revamps value brand
US retail giant Wal-Mart has announced a revamp of its Great Value private-label brand in the US.
The company said that products under revamped Great Value branding will begin to appear on shelves this month, aimed at providing "affordable, high-quality grocery and household consumable options".
The majority of new products would be available by the end of May, the retailer said.
The company first introduced the range in 1993, and it now covers more than 100 categories and, underlining Wal-Mart's market leadership, is the country's largest food brand in both sales and volume.
The company has created new packaging for the range with graphics "to create a consistent, recognisable look throughout the store". The new design offers easy-to-read nutrition labels, and reduced packaging has been used whenever possible as part of the company's sustainability goals, Wal-Mart said.
The retailer said it has worked with several hundred suppliers and testing facilities in testing some 5,250 products against leading national brands "to ensure Great Value quality is equal to or better". It also conducted some 2,700 consumer tests.
As a result, formulas have been changed for 750 items in the range, including breakfast cereal, cookies, yoghurt, laundry detergent, and paper towels, while 80 new products have been introduced, including thin-crust pizza, fat-free caramel swirl ice cream, strawberry yoghurt, organic cage-free eggs, double-stuffed sandwich cookies and teriyaki beef jerky.
"Wal-Mart remains committed to providing our customers with quality national and private brand products at unbeatable prices," said Andrea Thomas, 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."
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