Aldi Just Made This Long-Awaited Change—and Shoppers Are Thrilled

After nearly 50 years and a growing following, Aldi is putting its name on every store-brand product.

In response to customer feedback, Aldi's exclusive products will now feature either the grocer's brand name or “an Aldi Original” label, making items more recognizable for shoppers.

“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,” Atty McGrath, CEO of Aldi, said in a statement. “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 percent of ALDI products are private label, and while the items shoppers love will remain available, they will feature a fresh new look. Several brands will be replaced with the Aldi name. According to CNN, some brand names disappearing include the Baker’s Corner collection of flour and baking soda, as well as canned items like Dakota’s Pride beans, both of which will be integrated into the Aldi brand.

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While brands like Clancy’s, Simply Nature, and Specially Selected will boast "an Aldi Original" endorsement, other items, like "Red Bag Chicken"—frozen breaded chicken breasts—will adopt shopper-appointed nicknames, a way to show how much the discount grocer values the opinions of its loyal shoppers.

“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," Scott Patton, Aldi's chief commercial officer, said in a release. “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 new packaging, featuring brighter colors and clearer product descriptions, has already been rolled out to select stores. Over the next few years, expect every product to feature the refreshed branding.