Aldi has launched a sweeping rebrand of its private label portfolio, marking the first time the German discounter has introduced a namesake brand across its entire assortment. The move will see Aldi’s name placed directly on every store brand product, reinforcing the retailer’s strategy of tying its identity more closely to its private label dominance.
According to Aldi’s announcement, existing sub-brands not folded into the new “Aldi” brand will feature refreshed packaging carrying the endorsement “an ALDI Original.” Other products will adopt consumer-driven nicknames as official product names, such as the retailer’s popular “Red Bag Chicken.”
“As we worked on this refresh for the past few years, we drew so much inspiration from our fans,” said Scott Patton, Aldi’s chief commercial officer. “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.”
Private label items account for more than 90% of Aldi’s assortment, making the rebrand one of the most extensive packaging transformations in the U.S. grocery market. The rollout is already underway and will continue over the coming years, modernizing every package to carry the Aldi name.
The rebrand comes as Aldi continues to expand at pace. The company recently confirmed plans to open more than 200 new stores across the U.S. before the end of 2025. Earlier this year, Aldi also revamped its social media strategy to focus on trend-driven content, which helped drive double-digit engagement growth on Instagram and TikTok.
The discounter has faced legal scrutiny in the packaging space: Mondelēz International filed a lawsuit earlier this year alleging Aldi mimicked the look of certain cookie and snack brands.
By consolidating its private labels under one master brand, Aldi aims to strengthen consumer recognition while reinforcing the value and trust associated with its identity as a discount retailer.
