"Private label is the core of what we do,"
"I'm not going to say we invented it; I would say we've perfected it."
"The overall sentiment was, on average, customers didn't know that was an Aldi brand,"
"Now if they shop us a little less frequently, they think they can find that brand elsewhere, and in fact it's a private-label brand to Aldi."
Aldi will launch its first namesake brand and place its name on the front of private-label product packaging for the first time. More than 90% of Aldi's products are private label, and retailers sold a record $270 billion of private-label products in the U.S. in 2024. Aldi has seen a 7.1% year-over-year increase in store traffic, yet shoppers often did not realize many brands were exclusive to the chain. The company engaged multiple creative partners to redesign packaging that is recognizable but flexible, adding an "an ALDI original" endorsement on fronts to clarify exclusivity.
Read at Fast Company
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