Great Value

Great Value Logo

Website: www.walmart.com

Great Value was launched in 1993 and forms the second tier, or national brand equivalent ("NBE"), of Walmart's private labeled grocery branding strategy.


Products offered through the Great Value brand are often claimed by Walmart to be as good as national brand offerings, but are typically sold at a lower price because of lower marketing and advertising expense. As store brand, the Great Value line does not consist of goods produced by Walmart, but is a labeling system for items manufactured and packaged by a number of agricultural and food corporations, such as ConAgra, and Sara Lee which, in addition to releasing products under its own brand and exclusively for Walmart, also manufactures and brands foods for a variety of other chain stores. 


As Walmart's most extensively developed retail brand, covering hundreds of household consumable items, the Great Value line includes sliced bread, frozen vegetables, frozen dinners, canned foods, light bulbs, trash bags, buttermilk biscuits, cinnamon rolls, pies, and many other traditional grocery store products. The wide range of items marketed under the Great Value banner makes it Walmart's top-selling retail brand.