Walmart Vows to Make Great Value Line Healthier

January 25, 2011

Walmart unveiled a comprehensive program to provide customers with healthier and more affordable food choices, which includes reformulating its Great Value private label brand to reduce sodium, sugars and fats.

Great Value line In addition to its store brands, Walmart vows to work closely with national food brands to reformulate thousands of everyday food items by 2015 by reducing sodium 25 percent, added sugars by 10 percent, and removing all remaining industrially produced trans fats.

As part of the program Walmart promised to also save customers approximately $1 billion per year on fresh fruits and vegetables through a variety of sourcing, pricing, and transportation and logistics initiatives that will drive unnecessary costs out of the supply chain. Walmart said it will also dramatically reduce or eliminate the price premium on key “better-for-you” items, such as reduced sodium, sugar or fat products.

The following are other components of the initiative. Walmart will:

Develop strong criteria for a simple front-of-package seal that will help consumers instantly identify truly healthier food options. The seal will be supported by a nutritious food standard designed to increase vitamins, minerals, whole grains, fruits and vegetables in food products, while limiting saturated fats, sodium and added sugars.
Build stores in underserved communities that are in need of fresh and affordable groceries; and
Increase charitable support for nutrition programs that help educate consumers about healthier food solutions and choices.

“No family should have to choose between food that is healthier for them and food they can afford,” said Bill Simon, president and CEO of Walmart U.S. “With more than 140 million customer visits each week, Walmart is uniquely positioned to make a difference by making food healthier and more affordable to everyone. We are committed to working with suppliers, government and non-governmental organizations to provide solutions that help Americans eat healthier and live a better life.”

“Our customers tell us they want a variety of food choices and need help feeding their families healthier foods. At Walmart, we are committed to doing both,” said Andrea Thomas, senior vice president of sustainability at Walmart. “We support consumer choice so this is not about telling people what they should eat. Our customers understand that products like cookies and ice cream are meant to be an indulgent treat. This effort is aimed at eliminating sodium, sugar and trans fat in products where they are not really needed.”

Later this year, Walmart will add its front-of-package seal to its Great Value store brand and will also offer the seal to its suppliers for their national brands that qualify. This effort will complement the front-of package nutrition labeling system announced this week by the food industry, according to Walmart. (For more on the new food industry nutrition labeling program see, “Food and Beverage Industry Launches Front-of-Pack Nutrition Labeling Initiative.”)

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