Aldi is launching its first-ever namesake brand in its US stores and putting its name on every own-brand product in its assortment. The discounter stated the move marked its largest packaging refresh to date and was in direct response to customer feedback.
Aldi’s entire private label assortment, which accounts for 90% of its product range, will change as part of the rebranding process in the US. Several own brands will be replaced with the ALDI name, while popular store brands like Clancy’s, Simply Nature, and Specially Selected will remain, but with modernised branding and a ‘an ALDI Original’ endorsement. Meanwhile, items like ‘Red Bag Chicken’ will adopt shopper-given nicknames, which the retailer said was a “playful nod” to show its customers how much it values their opinion.
“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,” said Atty McGrath, who took up the CEO role at Aldi’s US operation on 1st September.
“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.”
The rebrand is already underway and will continue over the next few years as every product package is updated to feature the Aldi name and a modernised look.
Aldi operates over 2,500 stores in the US, with plans for another 800 over the next five years.
NAM Implications:
- Fundamental change in Aldi’s marketing/branding policy.
- Albeit in a significantly different US market to the UK.
- (in terms of brand vs own label…)
- Adding the Aldi name to the surrogate brand…
- …means that product successes will enhance the Aldi equity.
- But ‘failures’ of any sort risk diluting the Aldi franchise.
- Meanwhile, no sign yet of Aldi taking steps to enhance its Retail Media appeal to national brands.
- i.e. with only 10% of their offering devoted to brands, they will be at a disadvantage to traditional retailers…
- …in terms of optimising access to incremental RM revenues.
