Walmart’s largest private label rebrands—and goes full ‘shoppy shop’

There’s a good chance you have a Great Value product in your home right now: perhaps chicken nuggets in the freezer, or paper towels on your counter. The brand (Walmart’s largest private label, which launched in 1993) turns up in 9 out of 10 American households. By Nielsen’s count, that makes it the largest consumer packaged goods brand in the United States—bigger than Coca-Cola and Pampers. Until now, Great Value’s packaging has been designed to telegraph low prices:...