BATAVIA, Ill. — Aldi is rolling out its most ambitious packaging refresh to date, placing its name prominently on every product and introducing its first-ever namesake brand. The move comes in direct response to shopper feedback and marks a milestone in the grocer’s nearly 50-year legacy of private-label leadership.
Under the new strategy, all Aldi-exclusive products will either carry the Aldi brand or feature a bold “an Aldi Original” endorsement. The change is designed to make the trusted private-label assortment instantly recognizable while reinforcing the value and quality the retailer is known for.
“The new look and feel of our products is the next step in our journey to modernize our simpler, quicker shopping experience,” said Atty McGrath, who assumed the role of Aldi CEO on September 1. “Now, it’s easier than ever for shoppers to instantly spot the value and quality only Aldi can deliver.”
While Aldi's iconic labels such as Clancy’s, Simply Nature, and Specially Selected will remain, they’ll receive updated packaging along with the “an Aldi Original” seal. Other fan favorites, like the popular “Red Bag Chicken,” will adopt shopper-inspired nicknames as a playful nod to customer passion.
Scott Patton, Aldi Chief Commercial Officer, emphasized that the refresh reflects how customers already view the chain’s private brands. “Our customers already call our private labels ‘Aldi brands,’ and we’re excited to officially recognize them with a name they can see and trust,” Patton said.
More than 90% of Aldi’s assortment is private label; each item is tested and tasted multiple times to ensure quality. The grocer’s exclusives are free from certified synthetic colors, aligning with its long-standing commitment to clean labels. According to Aldi, a family of four can save nearly $4,000 annually by shopping at its stores.[1]
The new packaging is already appearing on shelves nationwide, with a full rollout expected over the next several years.
[1] According to the 2025 ALDI Price Leadership Report.
