Wal-Mart expands, enhances Great Value brand

by Bakingbusiness Staff
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BENTONVILLE, ARK. — Wal-Mart Stores, Inc. has expanded its private label Great Value brand in the United States. The brand, which was first introduced in 1993, will feature 80 new products and as many as 750 reformulated products. The roll-out starts this month, and all products included in the initiative should reach store shelves by May.

"Wal-Mart remains committed to providing our customers with quality national and private label products at unbeatable prices," said Andrea Thomas, senior vice-president of private label 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."

New food products that will be introduced include thin crust pizza, fat-free ice cream, organic cage-free eggs, double-stuffed sandwich cookies and beef jerky. Some of the reformulated products will include breakfast cereal, cookies and yogurt.

As part of the effort, Wal-Mart also redesigned the Great Value brand packaging to create a consistent look throughout the retailer’s stores.

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