It’s not a secret that we love Aldi. Between the budget-friendly choices, near-identical copycat products, and iconic Aldi Finds aisle, the German grocery store is hard to beat. While the chain is beloved as-is, though, fans have been pushing for a major update at Aldi—and now, we’re officially getting it.
Aldi Is Rebranding Its Private-Label Products
Aldi is known for its lineup of private-label products, from top-notch dairy products to Oreo look-alikes. After over a century in business and almost 50 years in the United States, the grocery chain is now unveiling its largest packaging refresh to date in direct response to customer feedback. Yes, Aldi is finally putting its name on every store brand product, while also launching its first-ever namesake brand.
To make its trusted private labels even more recognizable for dedicated shoppers, Aldi store exclusives will now carry either the Aldi brand or be labeled with the title “an ALDI Original,” signaling to fans the high quality they have come to count on.
Aldi
Wondering what this means for your future Aldi runs? Since more than 90 percent of Aldi’s products are currently private label, the quality items you know and love (like Sundae Shoppe gelato and Happy Farms spreadable cheese wedges) won’t go anywhere. Instead, the packages will get a fresh new look to help streamline the Aldi shopping experience,
Several brands will be replaced solely with the Aldi name, while iconic brands like Clancy’s, Simply Nature, and Specially Selected will remain on shelves with a new and modernized look, plus the phrase “an Aldi original.”
In addition to those three brands, a few more Aldi signatures will get the additional endorsement, including Happy Farms, the chain’s dairy brand; Happy Harvest produce; Kirkwood, its poultry department; Little Journey, Aldi’s kid-friendly options; Park St. Deli, Simply Nature organic offerings; Specially Selected gourmet goods; and Sundae Shoppe frozen novelties; and Tuscan Garden condiments.
The brands that will be completely renamed to “Aldi Originals” include Baker’s Corner, Belmont (which include frozen ice creams and desserts), and more. And, as a nod to the Aldi fans, the chain is even adopting nicknames coined by shoppers—like “Red Bag Chicken”—as part of the brand revamp.
In addition to being known for incredible value, Aldi-exclusive products contain no synthetic colors. From high-quality meat and fresh produce to trendy treats, Aldi offers—and will continue to offer—affordable products and everyday essentials.
Now that the revamp is official, shoppers will begin to see the newly-branded packaging slowly rolled out on store shelves. And, over the next few years, the packaging for each and every signature product will be refreshed with a modernized look and, of course, feature the Aldi name. Personally, I can’t wait to see what they do with the entire Clancy’s lineup.
