Aldi is undertaking a major US product rebrand by stamping its name on all private label products, reducing the number of own brands from approximately 90 to 26, and introducing the namesake "The Aldi Brand" for some products.
This initiative, launched in late September in response to customer feedback, aims to make Aldi's private label quality more recognizable and visible to shoppers. “The new look and feel of our products is the next step in our journey to modernize our simpler, quicker shopping experience. Now, it’s easier than ever for shoppers to instantly spot the value and quality only Aldi can deliver,” said Atty McGrath, CEO of Aldi. “After nearly 50 years of setting the standard in private label, our updated packaging will give shoppers yet another reason to reach for our products first.”
More than 90% of Aldi products are private label, and while the quality items shoppers know and love won’t go anywhere, they will get a fresh new look. Several brands will be replaced with the Aldi name, while iconic brands like Clancy’s, Simply Nature and Specially Selected will remain on shelves with modernized branding and the bold “an Aldi Original” endorsement. Other items like “Red Bag Chicken” will adopt shopper-given nicknames – a playful nod to show fans just how much Aldi values their opinion.
In the US, private labels are moving away from the cheap corner: Even financially secure US households have a positive opinion of private labels, as a study by NIQ last year showed. Giving the product the same name as the retailer is clearly the next step for Aldi to establish a national identity, with its private label strengthening the retailer’s reputation and vice versa.