Aldi puts its name on nearly all products in major overhaul
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Aldi is rolling out its largest packaging refresh of its private brand products. Photo: Paul Weaver/SOPA Images/LightRocket via Getty Images
Aldi is rolling out its biggest packaging refresh yet, stamping its name on nearly every private-label product, the discount grocer said Wednesday.
Why it matters: The refresh comes as Aldi faces a lawsuit from Mondelēz International alleging its packaging "blatantly copies" Oreos, Wheat Thins and Ritz.
- Aldi, which declined to comment on pending litigation, tells Axios its sweeping packaging refresh is "driven entirely by fan feedback" and has been worked on for years.
The big picture: More than 90% of Aldi products are private label but they weren't clearly marked with the store's name.
- Aldi said the rebrand will make its products instantly recognizable. Several labels will be replaced outright with the Aldi name, the company's first-ever namesake brand.
- Brands like Clancy's, Simply Nature and Specially Selected keep their names but get new packaging and an "ALDI Original" badge, the retailer said, adding some items like "Red Bag Chicken" will adopt shopper nicknames.
- Shoppers will begin to see the new look now, with a full refresh phasing in over the next few years.
The bottom line: The popularity of private-label products has been growing in recent years as retailers supercharge their store brands to boost sales and keep prices low in the face of rising tariff pressures.
- Private brand products cost 20% less than national brands, Sally Lyons Wyatt, global executive vice president and chief industry adviser at Circana, recently told Axios.
