Walmart, the world’s number one retailer, has revamped its Great Value brand along with the packaging. The mega brand is estimated to bring in more than $10 billion in annual sales, just surpassing Amazon.com.

Anyone who regularly shops at Walmart, with an eye for detail, could most likely recall the new look of Great Value products. Oddly, the simplified look of the brand is now more noticeable that ever. This is possibly due to high-quality photos and, of course, the distinct white packaging. By doing this, the brand now has a unified look that is easily found throughout the store.

However, Walmart didn’t just stop there. Hundreds of Great Value products have been reformulated and tweaked to supposedly increase quality and overall value. Along with existing product changes, the brand has introduced numerous all-new products that are now being sold. From thin-crust pizza to double-stuffed sandwich cookies, the cheaper alternatives appear on the shelf now more than ever. Most importantly these items are fresh and different, which is something Walmart shoppers won’t skip out on. At least this is the rebranding goal they have in mind.

Undoubtedly the change is noticeable, but in this case is it for the better? The answer may be found the next time you find yourself strolling down the grocery aisle.