Aldi Rebrands Private Labels Under “The Aldi Brand” as Expansion Accelerates in the US
As Aldi continues its rapid growth across the United States, the discount grocer is rolling out a major rebranding effort that will unify nearly all of its private-label products under one name: “The Aldi Brand.”
The company announced Wednesday that it will consolidate its in-house labels from roughly 90 down to 26. Popular lines such as Clancy’s and Simply Nature will remain but will now feature the phrase “An Aldi Original” on their packaging.
According to Aldi’s Chief Commercial Officer, Scott Patton, the change is driven by customer feedback. “Shoppers often refer to all Aldi products as the ‘Aldi brand,’ so we made it easier for customers to identify them,” he told CNN.
Aldi, which first launched in Germany, now operates more than 2,570 stores across the US and plans to open 200 additional locations by the end of the year. Roughly 90% of Aldi’s inventory consists of private-label products — a strategy that has kept costs down while offering quality alternatives to national brands.
The Rise of Private Labels
In recent years, private labels have grown in popularity, no longer viewed as cheaper compromises but as quality-driven, cost-effective alternatives. Once known for plain packaging and lower quality, today’s store brands often match or even outperform national labels in both design and taste.
Industrywide, consumer spending on store brands hit a record $271 billion in 2024, outpacing national brands. Major retailers are seizing the momentum:
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Amazon launched “Saver,” a budget-friendly line of essentials priced under $5.
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Whole Foods reported a 50% jump in private-label sales since 2019.
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Kroger plans to introduce 900 new private-label products.
“Consumers aren’t just willing to try private labels — they’re actively seeking them out,” said Greg Petro, CEO of retail analysis firm First Insight. “When the look, feel, and quality match premium brands at a lower cost, shoppers see it as smart, not as a compromise.”
Aldi has been a standout beneficiary of this trend, Petro added, because it has made shopping “both affordable and surprisingly fun,” with items like its now-viral reusable totes.
What’s Changing — and What’s Not
While Aldi is streamlining its packaging, it is being careful not to disrupt products with a strong fan following. For instance, Baker’s Corner baking products and Dakota’s Pride canned beans will now appear under The Aldi Brand, but customer favorites like Kirkwood frozen chicken will take on the nickname fans gave it — “Red Bag Chicken.”
The new packaging will use brighter colors, clearer descriptions, and modern designs to help customers shop more easily. The rollout will take several years, but Aldi insists the products inside will remain unchanged.
“It might look different on the outside, but the product on the inside is still what our customers know and love,” Patton said.
However, some retail experts warn of possible confusion. Phil Lempert, editor of Supermarket Guru, noted: “Shoppers may worry that a recipe has changed along with the packaging, even if it hasn’t.”
Legal Pressures and Branding Strategy
The rebrand comes as Aldi faces a lawsuit from snack giant Mondelez International, which claims Aldi’s snack packaging too closely resembles brands like Oreo and Chips Ahoy. While Aldi has not commented on the case, some analysts suggest the rebrand could help ease tensions with major consumer goods companies.
First Insight’s research highlights Aldi’s unique advantage: while 71% of shoppers believe they can identify private labels, 72% failed when tested side by side with national brands.
“For Aldi, this blurring of the lines is powerful,” Petro said. “It allows Aldi to deliver private-label products that feel like national brands — but at a fraction of the price — reinforcing its promise of everyday value.”
Aldi’s Growing Influence
Even amid inflation and economic uncertainty, Aldi continues to attract more shoppers. Visits per location in 2025 are up 1.6% year-over-year and an impressive 26.7% compared to 2022, according to data firm Placer.ai.
The chain’s winning formula? High-quality private-label products, low prices, and now, a more unified and recognizable identity.
As Petro summed it up: “Aldi has built a model that shoppers value more than ever — affordable, quality goods that make everyday life easier.”