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Perishables Strength Among Walmart Private Brand Insights Unveiled

A trio of private brands at Walmart are helping increase the credibility of the retailer’s fresh food offerings, according to new insights unveiled in Sightline, a new in-depth report from My Private Brand.

Sightline was written by My Private Brand President Christopher Durham and retail branding expert Perry Seelert. Among the insights in the 450-page document is the performance of three perishable brands – Marketside in produce, The Bakery baked goods, and Prima Della, the premium deli meat offering.

The report says Walmart’s strategic investment in fresh foods is paying off, “and we see their inventiveness and approachability in the Marketside brand.”

The report covers the more than 50 private brands that Walmart operates, and Durham said in a release announcing the report that their strategies should be watched throughout the retail world.

“The breadth, scope and significance of the Walmart private brand portfolio should have every retailer, manufacturer, and CPG paying attention,” he said. “It’s bigger than people realize because it’s purposely hidden behind Great Value. We’ve invested the time to analyze how Walmart is leveraging its private brand portfolio to dominate or own many categories.”

Highlights include the top 10 private brand strategies and insights at Walmart, the top 10 opportunities for private brands at Walmart, and a comprehensive look at each of its private brands.

“The story of Walmart’s private brand portfolio has been left largely untold because it was buried under stories about the perceived failure of Great Value,” Seelert said in the release.

Durham and Seelert will present the top findings from Sightline at the PLB360 Conference in Rosemont, Ill., in June. For complete information on buying the report, visit

To register for the PLB360 Conference and see Durham and Seelert present the findings, visit

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