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Grocery Wars: Walmart's Great Value vs. Target's Good & Gather

If you shop for groceries at Target, you’ve no doubt noticed the rapid rollout of Good & Gather, the retailer’s newest line of store-brand products. Get used to it. Target expects to have some 2,000 private-label grocery items under that banner by the end of the year, ranging from organic produce and quick meals to snacks and drinks.

Store brands are big business. Supermarkets saw $75 billion in private-label sales in 2018, a 1.5% uptick from the previous year, according to a study by the Food Marketing Institute. Sales for mass merchants, including Target and Walmart, soared to $5 billion, up 7.4%.

The launch of Good & Gather is squarely aimed at Walmart and its popular (and dirt cheap) Great Value store brand. How’s Target competing on price so far? To find out, we shopped Walmart and Target stores in Northern Virginia to compare private-label prices on an assortment of grocery staples. Here’s what we found.

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Dairy and Deli Products

A half-gallon of Good & Gather lactose-free milk rang up at $3.39. At Walmart, a half-gallon of Great Value lactose-free milk was $2.87. A half-gallon of Good & Gather 2% reduced fat organic milk was $3.19. Walmart was selling it for $3. A half-gallon of Good & Gather almond milk was $2.89. Walmart was selling its Great Value almond milk for $2.87. Winner: Walmart.

Say cheese, Walmart: An 8-ounce package of Good & Gather sharp cheddar cheese slices was $2.29. A similar size package of Great Value sharp cheddar cheese slices was $1.84. An 8-ounce package of Target’s Good & Gather shredded cheese (multiple varieties) was $1.99. Walmart was selling 8-ounce packages of its Great Value shredded cheeses for $1.74. Winner: Walmart.

Walmart aced in packaged deli meats, too. Target was selling 9-ounce packages of Good & Gather deli meats (oven-roasted turkey breast, honey ham, etc.) for $2.69. Similar size packages of Great Value deli slices were selling for $2.48. Winner: Walmart.

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Fresh Produce

Neither Walmart nor Target has the best reputation for fresh produce, but they’re both stepping up their game, especially in organics.

Target was selling 12-ounce packages of Good & Gather baby carrots for $1.99. Walmart was selling 16-ounce packages of organic baby carrots for $1.46. Winner: Walmart.

Five-ounce packages of Target’s Good & Gather organic spring mix were selling for $2.39. Walmart’s private-label organic spring mix was selling for $2.56. Winner: Target.

We tried to match up chopped kale, but it was a little dicey. Target was selling packages of Good & Gather chopped kale for $2.99 a pound. Walmart was selling its private-label organic green kale for $4.26 a pound. Winner: Target.

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We were a little surprised that we couldn’t find a Walmart knockoff of cartons of the popular LaCroix flavored sparkling water, considering many grocers including Aldi and Wegmans have private-label answers to LaCroix. But Target did: Its 8-pack of 12-ounce cans of Good & Gather flavored sparkling water was $2.99. The only comp we could find at Walmart was an 8-pack of the real LaCroix for $3.88. Winner: Target.

We found 24-packs of 16.9-ounce bottles of Good & Gather purified drinking water for $2.69. Walmart was selling 40-packs of 16.9-ounce bottles of purified drinking water for $3.98. Winner: Walmart (on a price-per-bottle basis).

For those of us who suddenly have a need to buy distilled water, Target’s Good & Gather is on the ball. Gallon bottles are 85 cents. Nonsense, says Walmart. One-gallon bottles of Great Value distilled water are 60 cents (and they’re easier to handle). Winner: Walmart.

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Frozen Fruit

When you can’t have fresh fruit in your morning smoothies, frozen is a good alternative. Target knows this. Its 48-ounce private-label packages of various fruits sell for $10.69. Similar size packages of Walmart’s Great Value frozen fruit, however, were $8.47. Winner: Walmart.

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We’ve got organic vs. non-organic here, with big differences in prices in a product lineup just about every grocery store now has: private-label cereals. Target’s Good & Gather organic Frosty Flakes or Honey Nut Hoops (boxes range from 12 ounces to 12.25 ounces) were selling for $3.19. Walmart’s non-organic Great Value Frosted Flakes (15-ounce box) were selling for $1.56, and Great Value’s Honey Nut O’s (12.25-ounce box) were selling for $1.23. Winner: Walmart.

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Peanut Butter

Target knows many households go through lots of peanut butter, so it scanned the supermarket horizon and produced its own 40-ounce jar of Good & Gather natural creamy or crunchy peanut butter spread and priced it at $2.79. Walmart was already there with its 40-ounce jars of creamy or crunchy peanut butter selling for $2.26. Winner: Walmart (though Target boasts its PB is 90% peanuts).

Looking for smaller jars? Good & Gather’s 16-ounce jars of organic crunchy or creamy peanut butter sell for $3.99. If you could do without the organic and just go for natural, you’ll save a lot of dough at Walmart. It’s 16-ounce jars of Great Value natural peanut butter spread sell for $1.18. Winner: Walmart, naturally.

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Target is upping the ante with fresh snack lineups under the Good & Gather private label, from tortilla chips to organic popcorn. We squared off some of those products with Walmart’s Great Value private-label brand.

A box of four, 1.4-ounce bars of Good & Gather fruit and nut bars were $4.29. Walmart was selling boxes of four, 1.4-ounce peanut and almond nut bars for $3.44. Winner: Walmart.

At Target, packages of six, 4-ounce containers of Good & Gather applesauce were $1.99. At Walmart, packages of six, 4-ounce containers of Great Value applesauce were $1.43. Winner: Walmart.

Target’s 10-ounce containers of Good & Gather hummus in a variety of flavors were $2.99. Similar size packages of Walmart’s private-label hummus were $1.98, a buck less. Winner: Walmart.


Crafted by Canadians for Canadians

What do you already know about Great Value products? Maybe that they offer a great bang for your buck. You’re right. But what you might not have known is something greater than that. There’s a lot of time, thought and quality that goes into the creation of each and every Great Value product. We invite you to learn more about our team of Great Value product developers. They’re the ones who truly make it great.

Our Great Value product developers have a range of vast culinary, food science, and industry experience. They use their foodie wisdom to create delicious, quality products that Canadians will love (and that their wallets can afford).

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Great Value was launched in 1993 (but products were made as early as 1992) and forms the second tier, or national brand equivalent ("NBE"), of Walmart's grocery branding strategy. Great Value was sometimes abbreviated to "GV" before 2009. Its former slogan was "When Quality Counts". Most of the labels on its packaging, along the logo itself, used serif fonts. Note that the two words are not always proportionally identical to the ones in this logo.


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By mid-summer 2009, Walmart had redesigned the Great Value labels to be predominantly white. The new redesign also includes over 80 new items, including thin-crust pizza, fat-free caramel swirl ice cream, strawberry yogurt, organic cage-free eggs, double-stuffed sandwich cookies, and teriyaki beef jerky. Walmart changed the formulas for 750 items, including: breakfast cereal, cookies, yogurt, laundry detergent, and paper towels. The new brand was tested by over 2,700 people.

Great Value went through another redesign in 2013 for most of its food items, replacing predominantly white designs with more colorful packaging.


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Alternate logo

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It's no secret that Walmart is a true one-stop kind of store: you walk in and are able to walk out with everything you need. The grocery section is impressive, as you can easily find, you guessed it, whatever it is you're looking for. And the store's own Great Value brand features a large variety of foods—from canned vegetables, frozen breakfast options, to plenty of sweet treats, you can easily stock up your refrigerator and pantries with their items.

But, which Great Value foods just aren't worth it? We rounded up the worst Great Value foods you just shouldn't buy. Then, don't miss The Worst Grocery-Store Foods for Belly Fat, Say Experts.

great value applesauce

Per 1 serving; 80 calories, 0 g fat (0 g saturated fat), 0 mg sodium, 19 g carbs (1 g fiber, 15 g sugar), 0 g protein

Applesauce is an easy way to get your fruit fix, and it's a pantry staple that will last for a while. And while there is no high fructose corn syrup here, there are still 15 grams of sugar per serving, including added sugar. Instead, go just for Great Value's Organic Unsweetened Applesauce as it doesn't contain any added sugar.

great value roast beef

Per 2-ounce serving; 60 calories, 2 g fat (1 g saturated fat), 560 mg sodium, 0 g carbs (0 g fiber, 0 g sugar), 10 g protein

While this roast beef has no artificial flavors and no nitrates—which are good things!—what you want to be cautious of here is the sodium. One slice is already 560 milligrams and most likely if you're making a sandwich, you're piling on two, three slices of the meat. Factoring in every other aspect of building a yummy sandwich, you may come close to hitting the maximum recommended 2,300 milligrams of sodium (per the most recent USDA dietary guidelines) in just one meal.

great value potato wedges

Per 3-ounce serving; 140 calories, 6 g fat (1 g saturated fat), 500 mg sodium, 18 g carbs (2 g fiber, 1 g sugar), 2 g protein

Taking a glance at this nutrition breakdown, you're most likely thinking it's not that bad. But keep in mind, one serving is only four pieces. That's not very many potatoes, and each serving packs 500 milligrams of sodium so you won't need to eat too many of these to be downing quite a bit of the salty stuff.

Don't miss 19 Best Low-Sodium Fast Food Orders, According to Dietitians!

artisan crafted cheeseburger

Per 2.5-ounce serving, as prepared; 380 calories, 17 g fat (6 g saturated fat), 970 mg sodium, 30 g carbs (1 g fiber, 6 g sugar), 24 g protein

A cheeseburger-inspired pasta dish sounds, well, delicious. But again, the sodium you're going to consume from this product is just too high. You're much better off whipping up your own version of the dish at home, and from scratch.

great value swiss rolls

Per 1 serving; 240 calories, 9 g fat (6 g saturated fat), 150 mg sodium, 39 g carbs (2 g fiber, 19 g sugar), 1 g protein

Having a sweet treat on hand in the kitchen is never a bad thing, but this dessert option is one you're going to want to leave on the shelf. While the serving size is two cakes—19 grams of added sugar is still high. It will be far too easy to eat this entire box by yourself in a short span of time so you're better off just skipping these.

great value breakfast sandwich

Per 1 sandwich; 420 calories, 19 g fat (8 g saturated fat), 1,120 mg sodium, 46 g carbs (1 g fiber, 19 g sugar), 17 g protein

Having a frozen breakfast sandwich ready in minutes sounds pretty perfect, right? And this sandwich sounds like something you would get in a restaurant: bacon, cheese, and strawberry jam between cinnamon French toast slices. But the sodium content alone is shocking, and not worth starting your day consuming more than 1,100 milligrams of it!

Be sure to check out 12 Frozen Breakfasts to Always Leave on Grocery Store Shelves for more packaged goods to steer clear of.

great value parma melt

Per 1 sandwich; 540 calories, 27 g fat (11 g saturated fat), 1,190 mg sodium, 48 g carbs (2 g fiber, 2 g sugar), 26 g protein

Another sandwich you're going to want to leave in the freezer aisle. It's more than 500 calories and again, packing more than 1,100 milligrams of sodium. You're much better off making a breakfast sandwich yourself!

great value magic treasures

Per 1 serving; 160 calories, 1.5 g fat (0 g saturated fat), 280 mg sodium, 35 g carbs (2 g fiber, 17 g sugar), 3 g protein

The 17 grams of sugar alone should have you leaving this cereal in the store. And if that's not enough, the ingredients list is filled with those pesky food colorings, Yellow 5 and 6 and Blue 1, which have their own lists of possible scary side effects. A bowl of colorful cereal in the morning just isn't worth it right now!

great value toaster pastries

Per 1 pastry: 200 calories, 5 g fat (2 g saturated fat), 240 mg sodium, 37 g carbs (1 g fiber, 17 g sugar), 3 g protein

When sugar and high fructose corn syrup are high up on the ingredients list, you know you're in trouble. These pastries cost you 200 calories apop and nearly 20 grams of sugar to boot. Skip!

great value cheese potatoes

Per serving; 110 calories, 2 g fat (2 g saturated fat), 570 mg sodium, 20 g carbs (1 g fiber, 1 g sugar), 2 g protein

Potatoes don't need to have that much sodium in them! Instead, boil some potatoes and mash them up yourself for a healthier option.

great value lemonade

Per 1 serving; 100 calories, 0 g fat (0 g saturated fat), 35 mg sodium, 26 g carbs (0 g fiber, 24 g sugar), 0 g protein

One glass of Great Value lemonade is packing the same amount of added sugar you would find in one Hershey's chocolate bar. This is one drink you surely don't need to have stocked in your fridge.

great value pretzel bites

Per 1 serving; 230 calories, 7 g fat (4 g saturated fat), 850 mg sodium, 31 g carbs (1 g fiber, 3 g sugar), 11 g protein

This may curb your craving for some classic bar food, but it's important to note that four pieces are one serving. So only four of these bites will set you back more than 200 calories and 850 milligrams of sodium. No thanks!

great value sliced strawberries

Per 1/2 cup: 120 calories, 0 g fat (0 g saturated fat), 0 mg sodium, 29 g carbs (3 g fiber, 23 g sugar), 0 g protein

Fruit has naturally occurring sugars, so it's not a bad idea to munch on a few strawberries when you're in the mood for something sweet. But these strawberries slices are coming in with 17 grams of added sugar (of the 23 total grams). And that is thanks to the sugar they're swimming in. This fruit is already sweet enough on its own!

Don't miss Eating This Fruit Daily Slashes Your Risk of Heart Disease, New Study Finds.

great value pink snowballs

Per 1 serving; 210 calories, 5 g fat (2.5 g saturated fat), 230 mg sodium, 38 g carbs (2 g fiber, 24 g sugar), 2 g protein

It's hard to really say what a pink snowball cake actually is, but just one of these is more than 200 calories and has 24 grams of sugar. Along with those 230 grams of sodium, this is one treat that isn't going to help you stay on track with your health goals.

great value cookie butter

Per 1 serving; 210 calories, 14 g fat (4 g saturated fat), 95 mg sodium, 22 g carbs (0 g fiber, 13 g sugar), 1 g protein

While a cookie butter spread might sound like a nice change of pace, sticking with a classic nut butter is overall a healthier choice. Yes, peanut butter is good for you, as long as you're choosing the right one!

great value fruit cocktail

Per 1 serving; 100 calories, 0 g fat (0 g saturated fat), 0 mg sodium, 26 g carbs (1 g fiber, 18 g sugar), 0 g protein

If you're not able to find fresh fruit, you might think going the canned route is a solid idea. Well, this fruit cocktail comes in a heavy syrup, which just screams unnecessary sugars. Instead, stock up on some frozen fruits.

For more, be sure to check out #1 Unhealthiest Order at Costco's Food Court, According to a Dietitian.

Jennifer Maldonado

Jennifer Maldonado is a senior editor at Eat This, Not That!, specializing in food and health content. Read more


Value walmart great

List of Walmart brands

Wikipedia list article

Walmart, Inc., like many large retail and grocerychain stores, offers private brands (also called house brands or store brands), which are lower-priced alternatives to name brand products. Many products offered under Walmart brands are private label products, but in other cases, the production volume is enough for Walmart to operate an entire factory.[1]

Apparel brands[edit]

Major brands[edit]

In March 2018, to better compete with Amazon and Target, Walmart introduced three new clothing lines and revamped an existing clothing line.[2]

  • George – men's casual and dress clothing, shoes, and accessories (previously also women's and children's)
  • Terra & Sky – plus size women's clothing
  • Time and Tru – women's clothing, shoes, and accessories
  • Wonder Nation – children's clothing, shoes, and accessories

Other brands[edit]

  • Athletic Works – men's, women's, and children's activewear
  • Brahma – men's and women's work boots
  • EV1 – women's casual clothing, accessories, and shoes endorsed by American television personality Ellen DeGeneres[3]
  • No Boundaries, often abbreviated as NOBO – women's and men's clothing and accessories
  • Secret Treasures – women's sleepwear and intimate wear
  • And1 – men's athletic footwear and clothing
  • Avia – men's and women's athletic footwear

Major brands[edit]

Sam's Choice[edit]

Not to be confused with Sam's Club.

Main article: Sam's Choice

Sam's Choice, originally introduced as Sam's American Choice in 1991, is a retail brand in food and selected hard goods. Named after Sam Walton, founder of Walmart, Sam's Choice forms the premium tier of Walmart's two-tiered core corporate grocery branding strategy that also includes the larger Great Value brand of discount-priced staple items.[4]

Compared to Great Value products and to other national brands, Sam's Choice is positioned as a premium retail brand and is offered at a price competitive with standard national brands. It typically offers either competitive items in a given product category, or items in categories where the market leader is an "icon" (for example, Coca-Cola in the soft drink category).

Most Sam's Choice beverage products (excluding Grapette and Orangette)[citation needed] are manufactured for Walmart by Cott Beverages.[5] Other products in the line, including cookies, snack items, frozen meals, and similar grocery items, are made by a variety of agricultural and food manufacturers.

Competitive pricing of the Sam's Choice brand and store-branded and generic goods is possible because of the lower expense required to market a retail chain's house brand, compared to advertising and promotional expenses typically incurred by the national brands.

Most Sam's Choice-branded products have been replaced by either the relaunched Great Value brand, or the new Marketside brand.[citation needed] The brand was reintroduced in 2013 with a new logo and a focus on premium food products with organic ingredients.

Adventure Force

Adventure Force – toys suitable for outdoor use. Products include waterarms (water blaster guns).

Great Value[edit]

Great Value was launched in 1993 (but products were made as early as 1992) and forms the second tier, or national brand equivalent ("NBE"), of Walmart's grocery branding strategy.[4]

Products offered through the Great Value brand are often claimed by everyone to be as good as national brand offerings, but are typically sold at a lower price because of lower marketing and advertising expense. As a house or 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 brands and exclusively for Walmart, also manufactures and brands foods for a variety of other chain stores.[6][7] Often, this labeling system, to the dismay of consumers, does not list location of manufacture of the product. Walmart contends that all Great Value products are produced in the United States.[citation needed] Otherwise, the country of origin would be listed.

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.

The Great Value brand can also be seen in Canada, Costa Rica, Honduras, Nicaragua, El Salvador, Mexico, Argentina, Chile, and Brazil and some Trust Mart stores in Hunza Pakistan, through a partnership with Walmart but China is not included anywhere. Bharti EasyDay retail grocery stores sell Great Value brand products in India as well. Great Value brand products as well as Walmart merchandise are also present in Seiyu grocery stores (owned by Walmart) in Tokyo, Japan as of October 2014, despite at least one report of a transition away from the brand.[8]

In 2009, the Great Value labels were redesigned to be predominantly white. The new redesign also includes over 80 new items, including thin-crust pizza, fat-free caramel swirl ice cream, strawberry yogurt, organic cage-free eggs, double-stuffed sandwich cookies, and teriyaki beef jerky. Walmart changed the formulas for 750 items, including: breakfast cereal, cookies, yogurt, laundry detergent, and paper towels.[9] Great Value went through another redesign in 2013 for most of its food items, replacing predominantly white designs with more colorful packaging.[citation needed]


The brand name "equate" on a container of lotion.

Equate is a brand used by Walmart for consumable pharmacy and health and beauty items, such as shaving cream, skin lotion, over-the-countermedications, and pregnancy tests. Before its takeover by Walmart, the formerly independent Equate brand sold consumer products at both Target and Walmart at lower prices than those of name brands. Equate is an example of the strength of Walmart's private label store brand. In a 2006 study, The Hartman Group marketing research firm issued a report which found that "Five of the top 10 "likely to purchase" private label brands are managed by Walmart including: Great Value, Equate, Sam's Choice, Walmart, and Member's Mark (Sam's Club), per the study." The report further noted that "...we are struck by the magnitude of mind-share Walmart appears to hold in shoppers' minds when it comes to awareness of private label brands and retailers."[10]

In mid-2010, the brand underwent a logo redesign, as well as packaging changes similar to the Great Value brand.


Mainstays is a brand marketed by Walmart for its lower-priced lines of bedding, kitchen utensils, ready-to-assemble furniture, and home decor.

Ol' Roy[edit]

Ol' Roy is Walmart's store brand of dog food, created in 1983 and named after Sam Walton's bird dog. It has become the number-one selling brand of dog food in the United States. It is comparable to Nestlé's Purina.[11]

In 1998, samples of Ol' Roy (together with various other brands) were subject to qualitative analyses for pentobarbital residue by the U.S. Food and Drug AdministrationCenter for Veterinary Medicine due to suspicion that the anesthetizing drug may have found its way into pet foods through euthanized animals. Pentobarbital was found in 5 out of the 8 Ol' Roy samples in the initial survey. The highest level of pentobarbital detected among all dog foods tested was an Ol' Roy forumulation (Puppy Formula, Chicken and Rice) at 32ppb. The CVM concluded this level of pentobarbital would be unlikely to cause adverse effects even to the smallest dogs.[12][13]

Special Kitty[edit]

Special Kitty is Walmart's store brand of cat food and other cat care products, such as litter and treats.

Parent's Choice[edit]

Parent's Choice is Walmart's store brand; including diapers, formula, and accessories. Like other Walmart store brands, its design and packaging was relaunched in 2010. Parent's Choice is manufactured by Wyeth (a pharmaceutical company).[citation needed] On October 15, 2009, Pfizer signed the final acquisition papers making Wyeth a wholly owned subsidiary of Pfizer, thus completing the US$68 billion dollar deal.[14]

Play Day[edit]

Play Day is a wide-ranging brand of budget-priced children's toys. Play Day launched in between mid-2014 and early-2015, as a replacement brand for Kid Connection.[clarification needed].


Pen+Gear is Walmart's store brand for school and office supplies. From notebooks, pens, markers, paper, binders, pencils and even paper shredders. Pen+Gear replaced a former brand name Casemate in late 2016. Casemate was the same purpose of school and office supplies, but they found a different name for the brand in late 2016.

Additional brands[edit]


  • Better Homes and Gardens is a product line with designs inspired from the popular magazine of the same name.
  • Hometrends products include small furniture, tableware and various home decor accessories, such as rugs and faux plants. (Discontinued in USA market)
  • Mainstays Kids
  • Your Zone is a home product line that tailors toward teenagers and college students.


  • Allswell, a luxury bedding and mattress brand owned by Walmart, but only sold direct to consumer[15]
  • AutoDrive – car care products, auto detailing products, and interior accessories
  • Backyard Grill – grills, charcoal, and grilling accessories (Discontinued)
  • Best Occasions – party decorations and accessories, such as candles and hats
  • Bike Shop - bicycle tires, tubes, and accessories
  • Clear American – carbonated and flavored water. Was previously known as Sam's Choice Clear American
  • Co Squared, a cosmetics brand owned by Walmart, but only sold direct to consumer[16]
  • ColorPlace – paint and painting tools. ColorPlace paint is made by PPG
  • Douglas – budget priced tires. Models include Xtra-Trac and Touring. Some models are made in a Goodyear plant.
  • Earth Spirit - shoes[17]
  • EverStart is the brand for automotive and lawn mower batteries. The brand is also used for battery-related accessories, such as jumper cables. EverStart batteries are manufactured by Johnson Controls, Inc., (who also manufactures batteries for other store brands) primarily at plants in Saint Joseph, Missouri, and Fort Wayne, Indiana.
  • Expert Grill – grills, charcoal, and grilling accessories (Replaced Backyard Grill)
  • Fire Side Gourmet – pre-cooked burgers and steaks (was previously under the Sam's Choice label)
  • Gold's Gym – athletic and exercise equipment such as weights. Named after and licensed from the chain of fitness centers.
  • Hart - power tools and outdoor power equipment
  • Holiday Time – Christmas items such as Christmas trees, decorations, and wrapping paper
  • Home Bake Value – bread[citation needed]
  • Hyper Tough – hand tools, power tools, hardware and storage
  • Kid Connection is used primarily for children's toys, but was also used for children's clothing and shoes.
  • Marketside – fresh foods usually found in Walmart's deli, produce, and bakery departments, such as salads, soups, breads, and sandwiches
  • Mash-Up Coffee (Walmart-exclusive) – luxury coffee beans[18]
  • Motile - laptops, miscellaneous tech, and tech accessories
  • Oak Leaf – low-cost wines produced and bottled for Walmart selling at approximately $3 a bottle.[19]
  • Onn – home electronics, computer accessories, and phone/tablet accessories
  • Our Finest/Notre Excellence is a brand for upscale chips, cookies, frozen dinners, etc. which are sold exclusively in Canada. This brand is comparable to World Table and is manufactured in Canada exclusively for Walmart Canada.
  • Overpowered – pre-built gaming desktops and laptops[20]
  • Ozark Trail – outdoor equipment and footwear. (The Walmart Home Office is located in the Ozark mountain region in northwest Arkansas.)
  • Price First/Prix Budget – entry-level everyday products, similar to Great Value, but generally at the lowest price point
  • Protege – luggage and travel accessories
  • ReliOn – diabetes care products, including blood glucose and blood pressure monitors
  • Spark Imagine - simple children's toys made with high-quality materials; comparable to Melissa and Doug
  • SuperTech is Walmart's brand of motor oil. The brand is also used on other consumable automotive products, such as oil filters, windshield wiper fluid, and transmission fluid.
  • Tasty - kitchen tools (Walmart exclusive under license from BuzzFeed)[21]
  • The Office – office supplies and stationery
  • Uniquely J, a brand under Walmart's website[22]
  • Walmart Family Mobile is Walmart's exclusive prepaid mobile phone (cell phone) service provided through the T-Mobile cellular network.[23]
  • World Table – upscale salsa, pizza, chips, cookies, etc., which are manufactured exclusively for Walmart and fancier than the Great Value entry
  • Way To Celebrate – holidays such as Halloween, Valentine's Day, and St. Patrick's Day are manufactured exclusively at Walmart

Former brands[edit]

  • "Price First" was a bottom-tier, low-priced generic brand that Walmart introduced in late 2013. It included very basic grocery items, trash bags, and paper goods. It was launched as an experimental brand targeted towards the most budget-conscious shoppers. It was the lowest priced brand at Walmart and availability varied by stores. Some of the grocery items included milk (which is often brand-name milk with a Price First label,[citation needed] as is Great Value milk),[citation needed] bread, granulated sugar, canned fruit/vegetables, boxed brownie mix, toaster pastries, elbow pasta, egg noodles, spaghetti, and skillet meals. Non-grocery items included paper towels, toilet tissue, trash bags, and food storage bags. The brand was discontinued in 2016.
  • "Canopy" was a home product line for rooms and other domestic goods. The brand was replaced by the Better Homes and Gardens line in 2012.
  • "Casemate" was Walmart's school and office supplies brand in 2015. In late 2016, it was replaced by Pen+Gear.
  • "Faded Glory" was an apparel brand for women, men, and children. It was replaced by Time & Tru (for women), George (for men), and Wonder Nation (for children) in 2018.
  • Durabrand was a brand used for home electronics, such as televisions and DVD players. The brand was also used on various small kitchen appliances.
  • iLo Technologies was another brand of home electronics, consisting of more upscale items such as televisions, small electronics and digital music players.
  • "Metro 7" was an upscale brand of women's apparel that was originally released in the fall of 2006 and eventually was discontinued.
  • "Promark" was a brand for tools in the 1980s and early 1990s. It was replaced by Popular Mechanics branding.
  • "Puritan" was a brand for men's basic clothing, including shirts, pants, undergarments, socks, ties, and some accessories. In late 2010, the brand was discontinued and replaced by Faded Glory (with undergarments, socks and casual clothing) and George (with ties, shirts, pants and formal clothing).
  • "Blackweb" – were "premium" electronics products; discontinued after a rebranding of the Onn line in 2020.

See also[edit]


  1. ^"Walmart, the Biggest Retailer in the World". Explained Ideas. 2021-06-05. Retrieved 2021-06-29.
  2. ^Jones, Charisse (February 27, 2018). "Walmart launches four new clothing brands to compete with Amazon, Target". USA Today. Archived from the original on October 17, 2018. Retrieved October 17, 2018.
  3. ^"(Press Release) Walmart and Ellen DeGeneres Partner on New, Exclusive Fashion Line". Walmart. Archived from the original on October 25, 2018. Retrieved October 24, 2018.
  4. ^ abSara Lee
  5. ^Lilly Rockwell (2012-07-01). "Cott Corp. is King of Pop". Florida Trend. Trend Magazines Inc. Archived from the original on 2017-10-12. Retrieved 2017-05-27.
  6. ^Huffman, Mark (2013-08-30). "Don't confuse store brands with generics: Both both may offer significant cost savings without sacrificing quality". Consumer Affairs. Retrieved 12 February 2020.
  7. ^Mary (2017-04-11). "Money-Saving Secrets: These Store Brand Items Are Actually Made By Name Brands". Hip2Save. Retrieved 12 February 2020.
  8. ^"Walmart's Seiyu Creates New Store Brands". 2014-10-01. Archived from the original on 2013-06-17.
  9. ^"Walmart Corporate — Walmart's Revamped Great Value Brand Delivers Affordable, Quality Choices When Consumers Need Them Most". 2009-03-16. Archived from the original on 2010-01-10. Retrieved 2012-10-21.
  10. ^"PBM News: Study: Walmart Private Brands Are Catching On". Archived from the original on 2012-12-16. Retrieved 2012-10-21.
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External links[edit]

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