Aldi puts its own brand name on private label packaging for the first time

Aldi is becoming a private label in itself: the German discounter is putting its company name on private label packaging for the first time, aiming to offer American customers a guarantee of quality.

Trusted name

The German chain will now prominently display its Aldi brand on the packaging of its private labels in the United States, to make its private labels more recognisable to shoppers. The entire private label range – 90 % of the product range – will be given a new look in the coming years. Some private labels that are already well known to American customers will be retained, but will feature the distinctive label “an Aldi Original.”