Aldi customers have always turned to the grocery chain for its private label brands. Soon, it will make it easier for customers to locate products that are produced by Aldi on store shelves.
In a move that’s sure to delight many of its shoppers, Aldi just announced it is rolling out a packaging refresh and adding its name to every product it manufactures.
Why is this significant and what led to the move? We’re sharing all the need-to-know details below.
What’s Changing With Aldi’s Packaging?
Aldi will be putting its name on every private label product and releasing its own namesake brand. In a press release, Aldi calls the move its “largest packaging refresh to date.”
“In direct response to customer feedback, Aldi-exclusives will now carry either the Aldi brand or a bold ‘an Aldi Original’ endorsement, giving fans a clear signal of the quality they already count on,” the release reads.
The end goal? A “simpler, quicker shopping” experience for customers, according to Aldi CEO Atty McGrath.
More Than 90% of Aldi Products Are Private Label
Private label products, otherwise known as store brands, are typically a more affordable option for consumers. According to Aldi, more than 90% of the store’s products are already private label.
The retailer plans to replace several brands with the Aldi name. Well-known brands, including Simply Nature, Clancy’s and ASpecially Selected, will get a refresh with “modernized branding” and a new label that reads “an Aldi original.”
While envisioning the refresh, Aldi turned to its customers to inspire some of the changes. Case in point? Some customers lovingly refer to the store’s Kirkwood chicken breast fillets as “Red Bag Chicken.” Looking ahead, Aldi says some items will “adopt shopper-given nicknames.”
When Will The Changes Occur?
Customers may have already begun to see the new packaging in stores. Over the next few years, every single product will get a makeover to feature the Aldi name.
Why Aldi Has a Cult-Like Following
Much like its competitor Trader Joe’s, Aldi has developed a cult-like following, especially as prices continue to rise at the checkout counter. Over the summer, TODAY reported that Aldi store visits were up more than 7% in recent months. The store also has plans to open more than 200 new locations.
The store’s private label products have always been popular with customers, who rave about their seasonal treats, Advent calendars and national brand dupes.
The ingredients in Aldi-exclusive products are also a bonus for some consumers since the chain hasn’t used certified synthetic colors for more than a decade.
Despite its ongoing success, Aldi recently came under fire from Mondelēz International, the company that makes Oreo, Nutter Butter, Chips Ahoy and other foods. The large corporation filed a federal lawsuit against Aldi and accused the grocery chain of “blatantly” copying its products’ packaging. (Aldi doesn’t comment on pending litigation.)
