Home Consumer Aldi Debuts Massive Private Label Rebrand (Audio)

Aldi Debuts Massive Private Label Rebrand (Audio)

Aldi products from its new Aldi brand, as well as items labeled “an ALDI original.” Courtesy of Aldi US

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Dive Brief:

  • Aldi is rebranding its private label portfolio, putting its name on every product and launching its first-ever namesake brand, according to a Wednesday announcement.
  • Existing store brands not brought under the new Aldi name brand will receive new packaging that includes “an ALDI Original” endorsement.
  • Aldi said this move is in response to customers wanting Aldi private label goods to be more recognizable, and underscores the importance of tying the discounter’s name to its large and evolving private label assortment.

Dive Insight:

More than 90% of Aldi’s assortment is private label — something the value retailer is looking to highlight through its wide-scale rebrand.

Aldi’s entire private label assortment will change as part of the rebranding process, but in different ways. Several brands will be replaced with the new Aldi name. Other lines, like Clancy’s, Simply Nature and Specially Selected, will keep their names, but their packaging will sport new branding that reads “an ALDI Original.” Other products are adopting shopper-given nicknames as their official title, such as Red Bag Chicken, according to the press release.

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