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.
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.