Aldi goes all natural with new line

Aldi already has a reputation for low prices and now it wants to shore up shoppers’ perception of quality with a new brand called SimplyNature.

The operator of 1,300 no frills food stores said the chainwide introduction of SimplyNature is a reflection of its commitment to emphasize impressively high quality products at impossibly low prices. SimplyNature features simple foods such as cereal, honey, fruit bars, apple juice, pasta sauce and snacks that are made with only all-natural or organic ingredients.

"At Aldi, we know that finding great-tasting, wholesome foods is important to our customers. With the new SimplyNature line of all-natural or organic products, customers can get high-quality, nutritious options at an affordable price," said Chuck Youngstrom, Aldi’s president. "We're always striving to offer healthy options at prices that make it possible to maintain a healthy lifestyle – and that's exactly what the SimplyNature brand offers."

Beyond SimplyNature, Aldi said it continues to increase fresh produce offerings and currently carries nearly 70 varieties of fresh fruits and vegetables, including several new organic produce items such as bananas, apples, tomatoes, baby carrots and salad mixes.

The increased fresh and natural emphasis comes as Aldi is looking to accelerate its pace of expansion after averaging about 80 new stores each of the past few years. The company’s smaller format stores offer about 1,300 of the most commonly purchased grocery items under Aldi’s various brand names and serve approximately 25 million customers each month.