Aldi US rolls out packaging redesign to spotlight private labels on shelves

USA – Aldi US has launched a comprehensive redesign of its private label packaging, placing the company’s name prominently on every product to enhance shopper recognition. 

The update, announced on September 30, covers more than 90% of Aldi’s inventory, which consists of exclusive own-brand items. 

Shoppers will now see the Aldi logo or the tagline “an Aldi original” across all redesigned packs, replacing most standalone brand names while retaining favorites like Clancy’s, Simply Nature, and Specially Selected with the new descriptor added below.

This move comes as Aldi continues to expand its footprint in the US grocery market, where private labels drive the bulk of sales. 

The redesign follows years of internal development, with input from customers who already refer to these products as “Aldi brands.” 

Atty McGrath, CEO of Aldi US, stated that the changes represent “the next step in our journey to modernize our simpler, quicker shopping experience. Now, it’s easier than ever for shoppers to spot the value and quality Aldi can deliver instantly.”

Scott Patton, Aldi’s chief commercial officer, noted that customer feedback played a central role in the project. 

He said the team drew inspiration from fans during the refresh process and that research indicates consumers link the Aldi name to affordability, value, quality, and convenience. 

This allows buyers to trust the backing behind each exclusive item in their baskets.

In recent developments, Aldi Süd collaborated with Ineos Styrolution and Unternehmensgruppe Theo Müller to create recycled sour cream cups, reducing reliance on virgin plastics. 

The chain also became the first supermarket in Germany to adopt SIG’s 1-liter aseptic carton packs, made from the Terra Alu-free + Full barrier material, for its grape juice line. 

These packs eliminate aluminum layers, cutting material use and improving recyclability while maintaining product freshness.

Earlier this year, Aldi introduced plant-based fiber pots for its herb range in select European markets, replacing plastic trays and diverting over 500 tons of waste annually from landfills. 

The initiative, rolled out in partnership with local suppliers, uses renewable resources and supports soil health through compostable designs.

However, Aldi’s packaging choices have faced challenges. In June, Mondelēz International filed a lawsuit against the retailer, claiming Aldi copied the design of its cookie and cracker snack packs. 

Mondelēz seeks US$ unspecified monetary damages and a court injunction to halt sales of the allegedly infringing products, highlighting ongoing tensions in private label mimicry.

Overall, the redesign and sustainability updates signal Aldi’s focus on transparency and environmental responsibility amid competitive pressures. 

With over 2,300 stores nationwide, the chain reports annual private label sales exceeding US$10 billion, underscoring its market influence.

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