Discounter Aldi will run a pilot in the United States, trying to sell high-end products in an attempt to draw in more food-conscious customers from more specialised chains.
Competing with Trader Joe's
Bio quinoa and bio coconut oil, chia seeds and biological beef have now been added to the Aldi product range in the United States: the company will add and trial other products as well, to see whether it can attract customers from more specialized chains. Another reason for its new approach is the success of its private SimplyNature label. That label, containing bio products, is the strongest growing Aldi brand in the United States.
These products will place Aldi in direct competition with chains like Sprouts Farmers Market and Trader Joe's, which is part of Aldi Nord - while the American Aldi stores are actually part of Aldi Süd. The company also wants to expand to California next year, where this type of chain is very popular. By the end of 2018, Aldi aims to get at least 2,000 stores in the United States.
The chain moved to the United States in 1976 and already had 500 stores by 1998. Jason Hart, Aldi America's CEO since April 2015, wants to have at least 45 stores in the south of California by the end of next year.