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.
“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,” Scott Patton, Aldi’s chief commercial officer, said in a statement.
This rebrand is already underway and will continue over the next few years as every product package is updated with the Aldi name as well as modernized, according to the announcement.
Aldi was sued by Mondelēz International earlier this year over alleged lookalike packaging for certain cookie and snack brands.
Aldi is evolving its merchandising approach as it continues to grow at a rapid pace. In late August, the discounter confirmed with Grocery Dive that it is on track to open more than 200 stores across the country by 2025’s close.
Aldi also revamped its social media strategy at the start of this year by making more entertaining, trendy and culturally relevant content. The approach is paying off as the company recorded double-digit growth in engagement on Instagram and TikTok during the first half of this year.
