[IMG]http://simplefeed.consumerreports.org/rsrc/i/1/_/walmart_relaunches_one_of_its_biggest_bargain_br_8 98293552/4.gif?f=3dcb3160-01dc-11dc-32a2-0019bbc55f7f&s=AewyNia7NTvDvhaDemju5DEsbnVsbCwwLDA *[/IMG] Walmart relaunches one of its biggest bargain brands





As we say in our just-released Supermarkets report, one of the surest ways to save money at the grocery store *is to buy more store brands.*



New research by the Private Label Manufacturers Association*reaffirms that shoppers were able to trim about 30 percent, on average, off their grocery bills by purchasing a store?s own brands instead of the higher-priced national names. For goods like soda, aspirin, sinus spray, and lotion, the savings were as much as 60 percent.*



As consumers tighten their budgets to cope with the recession, nearly one-third of us are buying more store brands than we did a year ago, according to another study, this one by the polling experts at GfK Custom Research. Incredibly, the percentage of consumers who say that they buy store brands ?frequently? has increased astronomically, to 55 percent, compared to just 12 percent back in 1991.



With these realities in mind, Walmart recently announced that it would expand and improve its Great Value brand, which currently spans more than 100 categories and ranks as the largest food brand in both sales and volume in the U.S, according to the retailer. If I was one of the leading national brands Walmart has in its sights, I?d be more than a little anxious. The chain says it has worked with hundreds of suppliers and testing facilities to guarantee that more than 5,000 of its products are equal to or better in quality than their pricier counterparts. Toward that end, Walmart says it has tweaked the formulations of 750 items including breakfast cereals, cookies, yogurt, laundry detergent, and paper towels. All of the products come with a money-back satisfaction guarantee.



Included in the revamped Great Value line will be some 80 new items such as thin crust pizza, nonfat caramel swirl ice cream, strawberry yogurt, organic cage-free eggs, double-stuffed sandwich cookies, and teriyaki beef.



?Walmart remains committed to providing our customers with quality national and private brand products at unbeatable prices,? Andrea Thomas, Walmart?s senior vice president of private brands, said in a statement. ?Through our Great Value brand relaunch, 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.?



In addition to product testing, Walmart redesigned its Great Value packaging graphics to create a consistent, recognizable look throughout the store, making it easier for customers to find their favorite products. The redesigned packaging offers easy-to-read nutrition labels and more appetizing food photography. Walmart says it also reduced packaging whenever possible as part of the company?s sustainability goals.




As soon as news broke about the relaunch, my colleagues began discussing doing some tests of our own, either as part of a full-blown report we have planned on private label products, or as a separate project. We?ll keep you posted.



In the mean time, we?d like to hear about your experiences, both positive and negative, with any of the new products.*



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