Walmart is giving its Great Value store brand its biggest makeover in over a decade

Walmart $WMT announced a redesign of its Great Value store brand this week, the first full refresh of the line in more than a decade.

Snacks will be the first category to receive the new look when it hits shelves in May, with cereals, cream cheeses, and sour cream products to follow, CNBC reported. Finishing the transition across all roughly 10,000 products in the line — a range that includes everything from LED lightbulbs to gallons of milk — will take between 18 and 24 months. Prices and product formulas will not change.

Scott Morris, SVP of private brands for Walmart U.S., said in a statement that Great Value "has earned customers' trust over decades, and while the brand is getting a fresh, modern look, what's inside isn't changing."

According to Hartman, research into customer perceptions revealed that while shoppers were satisfied with the quality and price of the products, they viewed the brand's visual presentation as stuck in the past. "What they felt was this sense of it being a compromise," David Hartman, VP of creative at Walmart, told CNBC. "They love the product across food and consumables, but they didn't particularly feel very proud to display it in their home or with their families." Beyond aesthetics, the cleaner visual design is intended to make navigation easier — both for customers browsing aisles or the Walmart app and for the employees who pull items from shelves to fulfill online orders, Hartman said.

Introduced in 1993, Great Value is both Walmart's flagship private brand and, the company claims, the top food and consumables CPG brand in the country. The brand is found in nine out of 10 U.S. households and saves an average family 35% per year, Walmart said. Data from market researcher Numerator, cited by CNBC, puts Great Value's reach even higher than Walmart's own figures, with the firm recording purchases by 87% of U.S. households over the past year.

The refresh comes as competition in the private label grocery segment intensifies. Since debuting last October, Amazon $AMZN's in-house grocery label has outpaced all other private brands in year-over-year unit volume growth, per Numerator data cited by CNBC. Costco $COST and Trader Joe's have long built loyal followings around their store brands, and Aldi — whose shelves are stocked almost entirely with its own labels — is pressing further into the U.S. market with more than 180 new store openings planned this year. Store brands have meaningfully expanded their footprint: NielsenIQ vice president of advanced analytics Steve Zurek told CNBC that private label products now account for roughly 20% of U.S. grocery sales, compared to around 15% ten years ago.

Morris said the company needs to keep pace with rising customer expectations. "The bottom line is the customer just continues to expect more out of private brands," he told CNBC.