Aldi is rolling out its most significant packaging refresh to date, putting its name directly on nearly all of its private-label products. The discount grocer, where more than 90% of items already come from store brands, is aiming to make its products more recognizable and unify its offerings under the Aldi identity.
The strategy includes replacing several existing brand labels with the Aldi name, creating the company’s first-ever namesake line. Popular in-house brands such as Clancy’s, Simply Nature, and Specially Selected will keep their names but adopt redesigned packaging with a new “ALDI Original” badge. Some shopper favorites, like the well-known “Red Bag Chicken,” will also be updated to incorporate customer-given nicknames.
Shoppers are beginning to see the new look in stores, with the complete refresh scheduled to phase in over the next few years. The move comes as Aldi is facing a lawsuit from Mondelēz International, which accuses the grocer of mimicking packaging from Oreo, Ritz, and Wheat Thins. Aldi has said the redesign effort was in development long before and is centered on consumer feedback.
The timing reflects broader industry trends. Retailers have been strengthening their private-label lines as shoppers seek value amid inflation and tariff pressures. According to market research firm Circana, private-label items typically cost about 20% less than national brands, making them a powerful draw for cost-conscious consumers.
By more prominently branding its products, Aldi hopes to reinforce shopper trust and brand recognition. With competitors also investing heavily in store-brand expansion, Aldi’s overhaul is both a defensive and offensive move—positioning its low-cost items not as substitutes but as distinct products with strong customer loyalty.
Source: Axios