As a retail management advisor with over 15 years’ industry experience, I’m often asked the inside scoop behind Walmart’s wildly popular private label Great Value.
It’s understandable why everyday shoppers wonder about the brand’s sudden ascent. In recent years, Great Value surpassed prominent labels to become the #1 consumer product supplier in America.
But who really churns out Great Value products for Walmart? And is “cheap” private label quality I can feel good about buying for my family?
I decided to investigate across Walmart’s 20+ product classifications to uncover the major manufacturers and ingredients behind over 50 different Great Value items. Below, I reveal my findings along with insider analysis on what fuels this retail giant’s unstoppable rise.
Snacks and Beverages: Big Brands Bottle Great Value
Let’s kick things off with Great Value’s snack and beverage lineup. As it turns out, some of the most prominent food and drink makers supply Walmart’s store label:
Great Value Root Beer
- Produced by: Cott Beverages Corporation
- Primary manufacturing locations: Tennessee, Georgia, California, Mexico
- Avg savings vs. A&W: $1 less per 12-pack
Great Value Potato Chips
- Produced by: Utz Quality Foods
- Primary manufacturing locations: Pennsylvania, Louisiana
- Avg savings vs. Lays: $0.30 less per family size bag
Great Value Beef Jerky
- Produced by: George‘s Prepared Foods
- Primary manufacturing locations: Tennessee
- Avg savings vs. Jack Link‘s: $2 less per 10 oz bag
Large snack makers enable Walmart’s food buying team to meet demand for affordable, quality Great Value products. By leveraging massive supply infrastructure, manufacturers churn out beverages, chips and snacks that rival name brands for far less.
Frozen Foods and Dairy Deliver Quality
In the frozen aisle, iconic ice cream and cheeses makers supply Walmart’s store-brand alternatives:
Great Value Ice Cream
- Produced by: Wells Enterprises
- Primary manufacturing locations: Iowa, New York, Nevada, California
- Avg savings vs. Breyers: $1 less per 48oz tub
Great Value Butter
- Produced by: Land O’Lakes
- Primary manufacturing locations: Minnesota, Iowa, Idaho, Pennsylvania
- Avg savings vs. Land O’Lakes: $1 less per pack of 4 sticks
Great Value Shredded Cheese
- Produced by: ConAgra Foods
- Primary manufacturing locations: Wisconsin, New York, California
- Avg savings vs. Sargento: $2 less per 8oz bag
| Nutrition per 1⁄4 cup | Great Value | Sargento |
|---|---|---|
| Calories | 110 | 110 |
| Fat | 9g | 9g |
| Protein | 7g | 7g |
Through strategic partnerships with dairy processors, Walmart offers frozen foods and staple dairy products comparable to national brands for nearly 50% less!
Grocery Giants Manufacture Great Value Staples
Inside the grocery aisles, iconic CPG companies manufacture everyday staples for Walmart’s affordable private label:
Great Value Peanut Butter
- Produced by: The J.M. Smucker Company
- Primary manufacturing locations: Georgia, Arkansas
- Avg savings vs. Jif: $0.50 less per 16oz jar
Great Value Flour
- Produced by: General Mills
- Primary manufacturing locations: Kansas, Illinois, California
- Avg savings vs. Gold Medal: $1 less per 5lb bag
Great Value Ketchup
- Produced by: ConAgra Foods
- Primary manufacturing locations: Ohio, California, Illinois
- Avg savings vs Heinz: $1 less per 64oz bottle
Great Value Almond Milk
- Produced by: Various regional suppliers
- Primary manufacturing locations: Oregon, Colorado, California
- Avg savings vs. Silk: $0.75 less per 64oz carton
Walmart keeps costs low on home baking essentials, healthy plant milk and other high demand categories by partnering with manufacturers to package quality Great Value foods mostly locally or regionally.
What Fuels the Unstoppable Rise of Private Label?
Over the past decade, Great Value surged past prominent brands to seize the largest share of food dollars spent in America. What seismic consumer shifts converged to fuel such astronomical growth?
1. Generational preferences – Millennial and Gen Z cohorts show greater acceptance of retailer brands perceiving products as on par quality with established names.
2. Shopping habits adapting – More budget-conscious shopping trips driven by inflation concerns make lower-priced private label offerings more attractive.
3. Retailer supply chain advances – Investments in regional food production and distribution enable stores to supply private brands faster and cheaper.
4. Ongoing product innovations – Retail chains expand private lines to offer trending products as more shoppers associate store brands with quality.
While big brands stagnate on innovation, retailers like Walmart respond faster to consumer demand with affordable Great Value foods shoppers now proudly serve their families.
Delivering Savings Without Sacrificing Quality
As you can see, unassuming manufacturers across food and consumer goods partner to supply Walmart’s Great Value brand. Strategic partnerships with snack giants, dairy processors and grocery stalwarts enable Walmart to focus on delivering value and variety to shoppers.
In my experience guiding leading retailers, Walmart’s Great Value products stand up well next to national brands. Factor in the 30-50% cost savings on staples from the frozen aisle to the pantry, and it’s easy to see why so many devotees proudly buy Great Value over prominent labels.
Next grocery run, consider grabbing a few Great Value items beyond the usual basics. As the #1 U.S. consumer brand, chances are you’ll save money without noticing much difference compared to pricier name brands.
