As one of the last major brand manufacturers, Unilever has now also entered Aldi's German product range: from now on, both Aldi Nord and Aldi Süd will have items from amongst others Knorr and Magnum for sale.
Aldi has opened its doors for major brand manufacturers for a while now: the hard discounter hopes this will help counter the increased competition and attract a wider audience. Recently, the retailer made headlines with a Jette Joop fashion collection, which drew huge crowds to the stores.
With Knorr soups and sauces, Magnum ice cream and Duschdas beauty products, some of Germany's most popular fast-moving consumer good brands will now hit Aldi's shelves. It is highly unlikely these will cause the stores to be flooded with people, but it is still a remarkable turn of events. Unilever had always resisted Aldi's approaches and even openly complained about the price erosion caused by discounters. Our German colleagues at Lebensmitttel Zeitung claim that other retailers, like Edeka CEO Markus Mosa, have reacted sharply to Unilever's move.
Aldi is apparently also in talks with premium brand manufacturers in Belgium, but not everyone agrees that is the best approach.