Aldi, the popular discount grocery chain, is making a significant change to its private label portfolio. In a recent announcement, Aldi revealed that it is rebranding its private label products and introducing its first-ever namesake brand.
The move involves putting the Aldi name on every product in its private label assortment. For existing store brands that are not renamed under the Aldi brand, they will receive new packaging that includes an “ALDI Original” endorsement.
Aldi explained that this rebranding initiative is in response to customer feedback, with shoppers expressing a desire for Aldi private label goods to be more recognizable. By aligning its name with its private label assortment, Aldi aims to emphasize the quality and value of its products.
Currently, more than 90% of Aldi’s products are private label, making this rebranding effort a significant undertaking. The entire private label assortment will undergo changes as part of the rebranding process. Some brands will be replaced with the new Aldi name, while others will retain their names but feature new packaging that highlights them as “an ALDI Original.”
Scott Patton, Aldi’s chief commercial officer, shared in a statement, “As we worked on this refresh for the past few years, we drew so much inspiration from our fans. 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.”
The rebranding process has already begun and will continue over the next few years as every product package is updated with the Aldi name and modernized branding. Aldi’s evolving merchandising approach reflects its rapid growth, with plans to open more than 200 stores across the country by 2025.
In addition to the rebranding efforts, Aldi has also revamped its social media strategy to create more engaging and culturally relevant content. This shift in approach has led to double-digit growth in engagement on platforms like Instagram and TikTok, showcasing Aldi’s commitment to connecting with customers in new and innovative ways.
Overall, Aldi’s rebranding initiative underscores the company’s dedication to providing high-quality private label products that are both affordable and recognizable to shoppers. As the grocery chain continues to expand and evolve, the Aldi brand is set to become even more prominent in the minds of consumers.
