ALDI’s First-Ever Brand Refresh Is Exactly What Fans Asked For

ALDI fans, your voices have been heard! For the first time ever, ALDI is rebranding its private label products, giving shoppers another reason to reach for its products. While more than 90% of ALDI products are their own private label, the new refresh will make it easier for shoppers to spot the products they know and love already.

With the refresh, ALDI products will either display the ALDI logo or feature the words “an ALDI Original” on them. Thankfully, the quality of ALDI’s products we already crave will not be changed in any way, just the appearance. Some brands will be replaced with the ALDI logo, while other favorites like Clancy’s, Simply Nature, and Specially Selected will remain the same but with the addition of “an ALDI Original.” 

The changes come in response to ALDI fans’ opinions. 

“As we worked on this refresh for the past few years, we drew so much inspiration from our fans,” said ALDI Chief Commercial Officer Scott Patton, in the company’s press release. “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.”

Some products will be given shopper-inspired  nicknames like “Red Bag Chicken.”

The fastest-growing grocery store in America, ALDI, is on track to open 200 stores by the end of 2025. They also recently had a major social media rebrand, so you could say ALDI’s growth is moving in the right direction.

You may start to see new packaging in stores right away, while other products will be rolled out gradually in the coming years. One thing remains the same, though: ALDI’s commitment to affordability, value, quality, and convenience. 

Ten years ago, ALDI committed to zero certified synthetic colors in its ALDI-exclusive products. They also test and taste every product at least five times to ensure the best quality. So it’s clear, ALDI is the store shoppers go to to save money on the products they love and trust the quality of.

Our editors love ALDI too. So much so that these are the products we will never leave the store without.