ALDI is undertaking its largest-ever packaging redesign, putting its name across its full product lineup. The initiative also includes the launch of its first-ever namesake brand, designed to make ALDI’s exclusive private labels more recognizable to customers. In response to consumer feedback, every ALDI-exclusive item will now either feature the ALDI name or carry a prominent “an ALDI Original” seal, offering shoppers a clear signal of the quality the retailer promises.
“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 Atty McGrath, CEO of ALDI “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.”
More than 90% of ALDI’s products fall under its private label portfolio. While shoppers will continue to find the brands they know, the updated approach means several lines will be replaced by the ALDI name. Popular ranges such as Clancy’s, Simply Nature and Specially Selected will remain on shelves with refreshed branding and the “an ALDI Original” endorsement. Customer favorites, including the well-known “Red Bag Chicken,” will adopt nicknames given by shoppers, an acknowledgment of the role consumer feedback played in shaping the redesign. “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, ALDI 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.”
ALDI’s commitment to product quality remains central to the packaging redesign initiative. Every exclusive item is free from certified synthetic colors, a policy introduced more than a decade ago, and products undergo testing and tasting up to five times before reaching shelves. From fresh produce and meats to beverages and everyday essentials, the retailer highlights its ability to deliver high-quality items at accessible prices, emphasizing that a family of four could save nearly $4,000 annually by shopping at its stores. The rollout of the redesigned packaging has already begun, with the full transformation expected to reach every product over the coming years, giving shoppers a consistent and modern look across the ALDI packaging range.