Aldi launches first namesake brand as part of major private label rebrand
Aldi is putting its name on every private label product it sells.
In what is says is direct response to customer feedback, the rapidly-expanding discount grocery chain is unveiling its largest private label branding and packaging refresh to date.
This includes the introduction of the first-ever Aldi namesake private label brand, as well as the addition of “an Aldi original” endorsement to the packaging of all other private label brands it sells.
“The new look and feel of our products is the next step in our journey to modernize our simpler, quicker shopping experience,” said Aldi CEO Atty McGrath. "Now, it’s easier than ever for shoppers to instantly spot the value and quality only Aldi can deliver. 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. Among 20 of the largest U.S. retailers, Numerator data indicates that Aldi relies the second-most-heavily on private label products, with its owned-brands accounting for 77% of its overall sales volume (Trader Joe’s is ranked first).
In addition, recent data from Numerator shows that Aldi’s Fremont Fish Market is the sixth-fastest-growing U.S. private label brand, while its Southern Grove line of products is the 10th-fastest-growing private label brand in the U.S.
Select brands, including Clancy’s, Simply Nature and Specially Selected, will remain on shelves with modernized branding and the new “an Aldi Original” endorsement. Other items like “Red Bag Chicken” will adopt shopper-given nicknames.
Shoppers will already begin to see the new packaging rolled out to store shelves. Over the next few years, every product will be refreshed to feature the Aldi name and a modernized look.
"As we worked on this refresh for the past few years, we drew so much inspiration from our fans," said Scott Patton, Aldi chief commercial officer. "Our customers already call our private labels 'Aldi brands,' and we’re excited to officially recognize them with a name they can see and trust."
Every Aldi-exclusive product is free from certified synthetic colors and is tested and tasted up to five times. According to Aldi, shopping at its stores can save a family of four nearly $4,000 every year.
Aldi U.S. plans to open more than 225 new stores in 2025 as part of a five-year growth plan, and previously announced a goal to reach 800 new stores by 2028. With more than 2,400 locations across the country, Aldi is the third-largest U.S. grocery chain by store count.
