New Delhi, India, Jan 06: At the Consumer Electronics Show (CES® 2026), Sandisk announced SANDISK Optimus™ as the new master brand for its internal SSD portfolio designed for gamers, creators, and professionals. The rebranding aligns Sandisk’s internal SSD lineup under a unified identity, reinforcing the company’s legacy of performance leadership, engineering excellence, and trusted flash memory innovation.

SANDISK Optimus Product Family - 1091x784

The SANDISK Optimus™ internal SSD portfolio comprises three distinct product lines—SANDISK Optimus™, SANDISK Optimus™ GX, and SANDISK Optimus™ GX PRO—each tailored to meet the evolving needs of performance-driven users. This transition marks the rebranding of the previously known WD Blue® NVMe™ and WD_BLACK™ NVMe™ SSDs, bringing them into the Sandisk brand ecosystem.

Featuring a bold new packaging and product design inspired by Sandisk’s iconic brand heritage, SANDISK Optimus™ establishes a strong foundation for future growth as the company expands its storage solutions for high-performance computing, gaming, and professional workloads. While the visual identity represents a fresh direction, the portfolio continues to uphold Sandisk’s longstanding reputation for quality, reliability, and cutting-edge flash innovation.

Commenting on the brand launch, Heidi Arkinstall, Vice President, Global Consumer Brand and Digital Marketing, Sandisk, said,

“The SANDISK Optimus™ brand redefines what performance means for today’s consumers. Our portfolio spans multiple segments, and this evolution makes it easier for users to identify and choose the right solution for their needs with greater clarity and confidence.”

SANDISK Optimus™ Portfolio Segmentation

To simplify product selection and clearly define performance tiers, the SANDISK Optimus™ portfolio is structured as follows:

  • SANDISK Optimus™ – Designed as the benchmark performance hero for content creators and everyday professionals seeking faster, smoother computing with an optimal balance of speed and value. This line replaces the former WD Blue® NVMe™ SSDs, including the WD Blue SN5100 NVMe™ SSD.

  • SANDISK Optimus™ GX – Built for gaming without limits, offering lightning-fast load times, expanded capacity, and power efficiency. This line replaces the former WD_BLACK™ NVMe™ SSDs, including the WD_BLACK SN7100 NVMe™ SSD.

  • SANDISK Optimus™ GX PRO – The flagship tier of the SANDISK Optimus™ portfolio, delivering uncompromising performance for developers, professionals, and gamers building AI PCs, workstations, and high-end systems. This tier succeeds premium WD_BLACK™ products, including the WD_BLACK SN8100 NVMe™ SSD, and combines cutting-edge storage technologies with increased capacity.

Highlighting the strength of the portfolio, Anil Moolchandani, Vice President, Product Management Client, Sandisk, said,

“Millions of users worldwide trust our internal drives for performance and reliability. The SANDISK Optimus™ branding reflects the strength of our portfolio and reinforces our commitment to delivering storage solutions engineered for demanding developer workflows, professional applications, and gaming environments.”

The transition from WD_BLACK™ and WD Blue® to the SANDISK Optimus™ brand begins with today’s announcement. Products featuring the updated branding are expected to reach select retailers globally in the first half of 2026, available for purchase, pre-order, or notification.