News / Retailer News

Walmart Expands Private Label Portfolio with Great Value Naturals

November 11, 2013

On Friday, Walmart announced the introduction of Great Value Naturals, a new private label line of all-natural cleaning products. The products are available now in more than 2,000 Walmart stores across the U.S. and will be available soon on Walmart.com.

The eco-friendly addition comes after Walmart recently began testing their new extreme value private label, Price First, in several markets.

"The launch of Great Value Naturals is an important step in making green cleaning habits an affordable option for millions of consumers," said Alberto Dominguez, Walmart vice president and divisional merchandise manager. "Many consumers have the perception that all-natural cleaners are more expensive and don’t work as well as traditional cleaning products. Great Value Naturals addresses those concerns by combining affordability, performance and care for the environment."

Great Value Naturals cleaning products are made from plant-based, all-natural Evolve cleaning technology and are 100 percent chemical-free and toxin-free, biodegradable, non-allergenic and packaged in recyclable materials. 

The line includes four natural cleaning products so far:

Great Value Naturals Liquid Laundry Detergent:  $8.97 for a 100 fluid ounce bottle (64 loads)

Great Value Naturals Multi-Surface Cleaner:  $2.47 for a 32 fluid ounce sprayer

Great Value Naturals Glass and Window Cleaner:  $1.98 for a 32 fluid ounce sprayer

Great Value Naturals Automatic Dishwasher Gel:  $3.97 for a 75 fluid ounce bottle

Evolve is the first all-natural cleaning technology that is lab-tested to achieve results at levels of efficacy previously seen only through the use of petroleum-based cleaners, detergents, degreasers and solvents. The technology effectively captures and breaks down soils, grease, grime and odor-causing bacteria without leaving harmful residues or irritants behind on skin, surfaces or the environment.

"As the first green technology to match the potency of chemical cleaners, products with Evolve-based technology deliver a level of clean that consumers often notice after a single use," said Benjamin Shell, CEO of Agaia, makers of Evolve. "It's no longer necessary to sacrifice the familiar strength of traditional cleaners to have a toxic-free environment at home. With products made from Evolve-based technology, consumers get the best of both worlds – superior cleaning and all-natural safety – for the first time."

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