Aldi US launches private label redesign with new packaging

Aldi US has unveiled a redesign of its own-brand items, featuring its name on every product. The redesign also involves the launch of its first-ever namesake brand to make its private labels more recognizable.

The redesign means all private brand packaging will now feature the Aldi logo or the phrase “an Aldi original.”

Atty McGrath, CEO at Aldi, says: “The new look and feel of our products is the next step in our journey to modernize our simpler, quicker shopping experience. Now, it’s easier than ever for shoppers to spot the value and quality Aldi can deliver instantly.” 

Over 90% of Aldi products are private label. Most brand names will be replaced with the Aldi name, while brands such as Clancy’s, Simply Nature, and Specially Selected will have “an Aldi original” written under the name. 

Scott Patton, chief commercial officer at Aldi, adds: “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.”  

“Our research shows customers associate Aldi with affordability, value, quality, and convenience. Now, they can feel confident knowing our trusted name is behind every exclusive product in their cart.”

Aldi advancements 

Recently, Aldi Süd developed recycled sour cream cups alongside Ineos Styrolution and European F&B conglomerate Unternehmensgruppe Theo Müller. It was also the first supermarket in Germany to use SIG’s 1 L aseptic carton packs made of SIG Terra Alu-free + Full barrier packaging material for its grape juices. 

The supermarket’s packaging was scrutinized in June after Mondelēz International sued Aldi for allegedly imitating its packaging design for cookie and cracker snack products. 

The company seeks monetary damages and a court order preventing Aldi from selling products that Mondelēz says infringe on its trademarks.