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Aldi Revamps Private Label Portfolio
Dive Brief:
- Aldi is undergoing a major rebranding effort for its private label products, with the introduction of its first-ever namesake brand.
- Existing store brands will receive new packaging featuring the endorsement “an ALDI Original.”
- This move aims to make Aldi private label goods more recognizable and strengthen the connection between the retailer’s name and its vast private label assortment.
Dive Insight:
Over 90% of Aldi’s product assortment consists of private label items, a fact the retailer is emphasizing through this rebranding initiative.
The entire private label assortment will be revamped, with some brands being replaced by the new Aldi name and others maintaining their original names but with updated packaging featuring the “an ALDI Original” branding. Some products will even adopt shopper-given nicknames as their official title.
Aldi’s Chief Commercial Officer, Scott Patton, expressed excitement about the rebrand, stating that it was inspired by customer feedback and aims to establish trust with shoppers.
The rebranding process is already underway and will continue over the next few years as every product package is updated with the Aldi name and modernized packaging.
In addition to this rebranding effort, Aldi is expanding rapidly and evolving its merchandising approach. The retailer plans to open over 200 stores across the country by 2025 and has revamped its social media strategy to engage with customers in a more entertaining and culturally relevant way.