Overview

• About 90 in-house labels will be reduced to 26 as Aldi rolls out unified namesake packaging across its private-label lineup.
• Popular lines such as Simply Nature, Clancy’s and Specially Selected will keep their names with an “an Aldi original” badge, while other labels transition to the Aldi name.
• New packaging begins appearing now and will phase in over several years, with the company stating product recipes are not changing.
• Aldi says the redesign has been in development for years with creative partners including Favorite Child, Pearlfisher, Contrast, Equator and Sun Strategy, and some items will adopt shopper nicknames like “Red Bag Chicken.”
• The grocer continues a U.S. expansion with plans to open more than 200 new stores this year as private-label sales grow industrywide, and a Mondelez lawsuit over lookalike packaging remains pending.