In a bold rebrand move, Aldi is unveiling its largest packaging refresh to date, by putting its name on every product and launching its first-ever namesake brand to make its trusted private labels even more recognizable for shoppers.
“While we can’t private-label a majority of produce, fresh produce like apples and salads will sport the new packaging with Aldi branding, so it’ll be even easier for shoppers to spot our quality and freshness,” according to an Aldi spokesperson.
In direct response to customer feedback, Aldi-exclusives will now carry either the Aldi brand or a bold “an Aldi Original” endorsement, giving fans a clear signal of the quality they already count on, according to a news release.
“The new look and feel of our products is the next step in our journey to modernize our simpler, quicker shopping experience. Now, it’s easier than ever for shoppers to instantly spot the value and quality only Aldi can deliver,” says Atty McGrath, who began her role as CEO of Aldi Sept. 1. “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.”
More than 90% of Aldi products are private label, and while the quality items shoppers know and love won’t go anywhere, they will get a fresh new look, the company says. Several brands will be replaced with the Aldi name, while iconic brands like Clancy’s, Simply Nature and Specially Selected will remain on shelves with modernized branding and the bold “an Aldi Original” endorsement. Other items like “Red Bag Chicken” will adopt shopper-given nicknames — a playful nod to show fans just how much Aldi values their opinion.
“As we worked on this refresh for the past few years, we drew so much inspiration from our fans. 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,” says Scott Patton, chief commercial officer for Aldi. “Our research shows customers associate Aldi with affordability, value, quality and convenience. Now, they can feel confident knowing our trusted name is behind every exclusive product in their cart.”
The company says every Aldi-exclusive product is free from certified synthetic colors, a move the low-price grocer made more than a decade ago. What’s more, every product is rigorously tested and tasted up to five times to ensure only the best make it to Aldi shelves. From fresh meat and produce to better-for-you beverages, Aldi offers an affordable assortment of high-quality, on-trend products and everyday essentials, the grocer says. In fact, shopping at Aldi can save a family of four nearly $4,000 every year, according to the 2025 ALDI Price Leadership Report.
Shoppers will already begin to see the new packaging rolled out to store shelves. Over the next few years, every product will be refreshed to feature the Aldi name and a modernized look that they’ll be proud to stock in their pantry, fridge or freezer.
