Aldi Belgium’s own brand Golden Power begins its European conquest

Golden Power, the successful private label energy drink launched by Aldi Belgium in 2002, will also be rolled out in other European countries where Aldi Nord operates by the end of this year. The packaging has recently been redesigned.

Largest brand for energy drinks in Belgium

What started in 2002 as a test in a few stores in Limburg has grown into one of the most popular energy drink brands on the Belgian market, according to Aldi Belgium. That success story is now being continued in other European countries where the parent company Aldi Nord operates. Golden Power is already available in the Netherlands and Luxembourg, and by the end of 2025, the brand will also be on the shelves in Germany, France, Spain, Portugal, and Poland, with the flavors “Golden Power regular” and “Golden Power zero,” the two most popular flavors in Belgium.

Today, Golden Power is the largest brand of energy drinks in Belgium, accounting for the equivalent of 150,000 bathtubs on an annual basis. This is partly due to its low price: a can of Golden Power regular costs only 0.49 euros. Recently, the design of all cans was refreshed, with a recognizable lightning bolt on the packaging. There are now five flavors available, which are regularly supplemented with temporary offers or seasonal flavors. From mid-October, Aldi in Belgium will be launching two new flavors: Golden Power passion fruit (25 cl) and Golden Power passion fruit zero (25 cl).