Aldi Süd has added an increasing number of name brands to its product range. After it had introduced Lenor, Coca-Cola and Leerdammer (among others), it will now add Wagner Pizza, Head & Shoulders and Pampers.
Aldi Nord does the same
Aldi Süd's apparently do not have an issue with the discounter's extended product range. The company refused to divulge the new products' pricing, but with previously-introduced name brands, it did sell them at a lower price than other supermarkets.
It is very likely that other German supermarket chains and discounters will respond with their own discounts in order to compete with Aldi. This means that customers from every possible chain will reap the benefits from Aldi's new product launch.
Aldi Nord also opened the door for name brands late last year, after Aldi Süd announced it would incorporate several name brands as well. Aldi Nord had blocked the initiative for years, to avoid being too similar to other chains.