Aldi US To Revamp Packaging Of Own-Brand Products

More than 90% of the discounter’s products are private label, the company noted.

Atty McGrath, CEO of Aldi US, stated, “The new look and feel of our products is the next step in our journey to modernise our simpler, quicker shopping experience. Now it’s easier than ever for shoppers to instantly spot the value and quality only Aldi can deliver.

“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.”

Packaging Redesign

The packaging redesign will see several own-brand products adding the Aldi name, while brands like Clancy’s, Simply Nature and Specially Selected will remain on shelves with modernised branding and the bold ‘an Aldi Original’ endorsement.

Items like Red Bag Chicken will adopt shopper-given nicknames, reflecting how much Aldi values their opinion.

“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 recognise them with a name they can see and trust,” said Scott Patton, chief commercial officer of Aldi.

“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,” Patton added.

The retailer has commenced the roll-out of products featuring the new packaging.