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Wal-Mart's Private Label Relaunch Is A Work In Progress

Wal-Mart isn't limiting its private label relaunch and product reformulation to the Great Value brand, says Andrea Thomas, the retailer's svp of private label brands.

Thomas says the Great Value brand is the largest consumer packaged goods brand in the U.S. and "is every bit as big, sometimes even bigger" than national labels such as Coca-Cola, Tide, Cheerios, Ocean Spray and Starkist Tuna. But Great Value isn't its only private label. Wal-Mart recently introduced the new packaging for its Ol' Roy dog food, and expects to develop other private label products, Lana F. Flowers reports.

Simple packaging helps Wal-Mart customers see the private label brand better and makes the stores look cleaner, according to Thomas. And it's also cheaper to produce, she points out -- savings that are passed along to consumers looking for reduced prices in the down economy. In the spirit of letting consumers have their say, however, two of the three commenters to the story this morning don't think much of the packaging. "You start to think it is so ugly it won't taste good," writes one.

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Read the whole story at The [Northwest Arkansas] Morning News »

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