--- title: "Walmart Tests Neo-GenericBasic Private Brand: Price First" description: "Walmart Tests Neo-GenericBasic Private Brand: Price First" image: https://www.pkgbranding.com/hs-fs/file-4093136353-jpg/blog-files/walmartpricefirstiniative-293x300.jpg --- [![PKG Packaging](https://www.pkgbranding.com/hubfs/PKG%20Jan20%20-%20assets/pkg-logo.png) ](https://www.pkgbranding.com/) [![Hangar12](https://www.pkgbranding.com/hubfs/Hanger%20Image/Hanger-12.webp) ](https://www.hangar-12.com/) [312.870.9101](tel:+1.312.870.9101) # Consumer First Insights ## Walmart Tests Neo-GenericBasic Private Brand: Price First Written by Kevin Keating at PKG Is Walmart taking us back to the land of generic brands in an attempt to create a value play below "Great Value"? As the #1 retailer in the world this could have BIG implications across retail grocery if this test goes well. [![Walmart's New Price First Initiative Rolls out in 5 US markets](https://www.pkgbranding.com/hs-fs/file-4093136353-jpg/blog-files/walmartpricefirstiniative-293x300.jpg?width=293&height=300&name=walmartpricefirstiniative-293x300.jpg)](https://www.pkgbranding.com/hs-fs/file-4093136353-jpg/blog-files/walmartpricefirstiniative-293x300.jpg) In a surprise move that demonstrates an increasing emphasis on Private Brands, Walmart, the world's largest retailer, has begun what appears to be a test of a new extreme valuebasic brand. Price First is featured in a 2-page flyer introducing the brand and it's stark blue and yellow neo-generic packaging with the headline, "Choose our lowest-priced brand for all your grocery staples. Look for it in your store today." The products appear to be moving from existing unbranded or control brand SKUs. The brand is now being tested in as many as five markets including: Opelousas, Louisiana; Richmond, Virginia; Mobile, Alabama; Greenville, SC and Jeffersonville, Kentucky. 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All Rights Reserved ![linkedin](https://dc.ads.linkedin.com/collect/?pid=315946&fmt=gif) ```json { "@context" : "http://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Kevin Keating at PKG" }, "dateModified" : "April 22, 2016, 4:01:14 AM", "datePublished" : "2013-11-04 11:08:00", "description" : "Walmart Tests Neo-GenericBasic Private Brand: Price First", "headline" : "Walmart Tests Neo-GenericBasic Private Brand: Price First", "image" : { "@type" : "ImageObject", "url" : "http://cdn2.hubspot.net/hub/537000/file-4093136353-jpg/blog-files/walmartpricefirstiniative-293x300.jpg" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://cdn2.hubspot.net/hubfs/537000/PKG-1.png" }, "name" : "PKG Brand Design" } } ```