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Walmart wipes up competition with White Cloud, Great Value

Is Walmart’s private brand White Cloud toilet tissue too good? That’s the question the company has to be asking itself about the product’s specifications after seeing recent test results from Consumer Reports.

White Cloud wiped out (pun intended) the competition by a wide margin and was the only product rated a Consumer Reports Best Buy. That is a distinction reserved for those that offer top performance at a low price. White Cloud 3-ply Ultra Soft received a score of 91 in a battery of tests involving strength, softness, disintegration and tearing ease. The next closest brand with a score of 81 was Quilted Northern, followed by Walmart’s Great Value brand with a score of 77, and then the Soft and Thick version of White Cloud was ranked fourth with a score of 73.

Aside from Quilted Northern and sixth ranked Charmin, it was a bad day for brands, as private labels from other retailers were also among the top 10. CVS Premium White was ranked fifth, Costco’s Kirkland Signature came in seventh, Target’s Up & Up was eighth and Trader Joe’s was ninth.