Wal-Mart is to relaunch its Great Value brand in the US this week as it seeks to widen its offer in the economic downturn.

The improved Great Value products, which spans more then 100 categories and which the retailer claims is the country’s largest food brand in sales and volume, will be relaunched from this week with a stronger focus on better quality.

Wal-Mart has tested more than 5,250 products against leading national brands to ensure the quality is equal or better, and conducted more than 2,700 consumer tests to compare the flavour, aroma, texture, colour and appearance of the products against brands.

The grocer used the research to change the formulas of 750 items including cereal, cookies, yoghurt, washing powder and paper towels.

It has also introduced more than 80 new products including thin crust pizza, fat free caramel swirl ice cream, strawberry yoghurt and teriyaki beef jerky.

“Walmart remains committed to providing our customers with quality national and private brand products at unbeatable prices,” said Andrea Thomas, Walmart’s senior vice president of private brands. “Through our Great Value brand re-launch, we are delivering on our promise to provide customers with the quality products they need and want at a price they can afford to help them save money and live better.”

According to data from GfK Custom Research in North America, 75 per cent of shoppers say the “current economic conditions” are playing a big role in their decision whether to purchase national or grocery store brands.

Wal-Mart has also redesigned the Great Value packaging and given nutrition labels.