Wal-Mart Unveils Great Value Details

BENTONVILLE, Ark. — Thin-crust pizza, fat-free caramel swirl ice cream and organic cage-free eggs are some of the more than 80 new Great Value products slated to hit Wal-Mart’s shelves this month. The newly expanded store-brand line, first introduced in 1993, will also feature 750 items whose recipes have been reformulated for enhanced quality. They include cereal, laundry detergent, yogurt and paper towels.

Wal-Mart’s Great Value re-launch required the participation of several hundred suppliers and product testing facilities. It’s been months in the making. More than 5,250 products have been tested against leading national brands to ensure equal or better quality, Wal-Mart said. Likewise, the company has conducted more than 2,700 consumer tests to compare the flavor, aroma, texture, color and appearance of Great Value products to national-brand counterparts.

“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,” said Andrea Thomas, Wal-Mart’s senior vice president of private brands. “Wal-Mart remains committed to providing our customers with quality national- and private-brand products at unbeatable prices.”

Wal-Mart has also changed the look of its Great Value packaging so that it can be more easily recognized on the shelf. It has updated the orange background and yellow logo of its previous Great Value boxes with cleaner white packaging, a distinct blue logo, easy-to-read nutrition labels and “more appetizing” food photography, Wal-Mart said.

Great Value spans more than 100 categories and is the country’s largest food brand in both sales and volume, according to Wal-Mart.

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