With an increasing number of consumers seeking healthier food options, Aldi has launched a new logo to help shoppers find such products more easily.
Starting from next week, the ‘Live Healthy’ emblem will roll out across selected own-label products in Aldi stores, including fresh produce, soups and yogurts, highlighting items that contribute to a healthy, balanced diet as defined by the UK’s Eatwell Guide.
The discounter noted that every product bearing the logo meets strict nutritional criteria.
The launch comes after the government recently unveiled a new 10-year health strategy, with Aldi committing to several actions to help shoppers make healthier choices.
The UK’s fourth-largest supermarket has set a goal to have 85% of its sales from healthy products by 2027, alongside increasing portions of fruit and veg sold by 14% by the end of 2027.
“At Aldi, our mission has always been to make a variety of healthy food affordable for all,” said Julie Ashfield, Chief Commercial Officer at Aldi UK.
“We know our customers want affordable, healthier options that fit into their everyday lives. The ‘Live Healthy’ logo is a simple, trustworthy signpost to help them do just that – without compromising on price or taste.”
NAM Implications:
- Aldi will need a couple of strong brands to anchor this healthy food sub-category.
- Maybe a final opportunity for appropriate brands to work with Aldi?
