More than 90% of Aldi’s assortment is private label — something the value retailer is looking to highlight through its wide-scale rebrand. Aldi’s entire private label assortment will change as part of the rebranding process, but in different ways. According to Grocery Dive, several brands will be replaced with the new Aldi name. Other lines, like Clancy’s, Simply Nature, and Specially Selected, will keep their names, but their packaging will sport new branding that reads “an ALDI Original.” Other products are adopting shopper-given nicknames as their official title, such as Red Bag Chicken, according to the press release.
“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,” Scott Patton, Aldi’s chief commercial officer in the U.S., said in a statement.
This rebrand is already underway and will continue over the next few years as every product package is updated with the Aldi name as well as modernized, according to the announcement.
Aldi is evolving its merchandising approach as it continues to grow at a rapid pace. In late August, the discounter confirmed with Grocery Dive that it is on track to open more than 200 stores across the USA by 2025’s close.
Aldi also revamped its social media strategy at the start of this year by making more entertaining, trendy, and culturally relevant content. The approach is paying off as the company recorded double-digit growth in engagement on Instagram and TikTok during the first half of this year.