Aldi is debuting its largest packaging refresh to date, putting its name on every product and launching a namesake brand to make its private labels more recognizable.
In response to customer feedback, Aldi-exclusives will carry the Aldi brand or a bold “an Aldi Original” endorsement. New packaging is being rolled out to store shelves. Over the next few years, every product will be refreshed.
“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 instantly spot the value and quality only Aldi can deliver,” said CEO Atty McGrath, who began her role Sept. 1.
“After nearly 50 years of setting the standard in private label, our updated packaging will give shoppers yet another reason to reach for our products first.”
Several brands will be replaced with the Aldi name, while others like Clancy’s, Simply Nature and Specially Selected will remain on shelves with modernized branding and “an Aldi Original” endorsement. Other items like “Red Bag Chicken” will adopt shopper-given nicknames.
“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,” said Scott Patton, chief commercial officer.
“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.”
Every Aldi-exclusive product is free from certified synthetic colors, a move the low-price grocer made more than a decade ago. Each is tested and tasted up to five times to ensure the best make it to Aldi shelves.
From fresh meat and produce to better-for-you beverages, Aldi offers an affordable assortment of high-quality, on-trend products and everyday essentials.
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