Great Value

Wal-Mart Stores, Inc., like many large retail and grocery chains, offers store brands (also called house brands or generic 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.

Not to be confused with Sam's Club.

Sam's Choice, originally introduced as Sam's American Choice in 1991, is a retail brand in food and selected hard goods. Named for 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.

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) are manufactured for Walmart by Cott Beverages. 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Most Sam's Choice-branded products have been replaced by either the relaunched Great Value brand, or the new Marketside brand. The brand was reintroduced in 2013 with a new logo and a focus on premium food products with organic ingredients.

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.

Products offered through the Great Value brand are often claimed 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, 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. Often, this labeling system, to the dismay of consumers, does not list location of manufacture of the product. Wal-Mart contends that all Great Value products are produced in the United States. Otherwise, the country of origin would be listed.

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