Aldi USA has launched a wide-reaching update to its product range with the Aldi private label rebrand. The discount supermarket itself is stamping its name on individual products and introducing a new mark of ALDI Original on major categories.
The transformation indicates that Aldi USA has been long dependent on private label. Over 90% of its range consists of own brand, so the rebrand is a key element in its retail strategy. It was stated that the company will be re-branding certain established labels with the Aldi name completely. Others, such as those of Clancy, Simply Nature and Specially Selected, will continue but will now include an ALDI Original mark onto their packaging.
Brand Identity In All the Categories
The rebrand unites Aldi USA in its different stores. Other current packaging is being modernised by ensuring that Aldi name is more visible and that the nick name of popular shoppers is becoming official. One of them includes Red Bag Chicken that has officially become part of the rejuvenated portfolio.
Aldi USA claimed that the change was done in response to customer needs to have a better identification of its products. Standardisation of the branding and placing the Aldi name as the main focus will help the discounter to strengthen its identity, and in the process, it still aims to increase its range.
Growth Of Expansion And Merchandising
The Aldi USA private label rebrand comes during a period of growth. In August, the retailer affirmed that it is aiming to have over 200 stores in the United States by the close of 2025. The new brand image will align with this growth and provide the chain with a better place in the low-end grocery market.
Merchandising is also changing. The Aldi retailer is also making the shift of strengthening customer loyalty and trust by putting Aldi name on the packaging. The rebrand will also be done in their steps with future updates being continuous within the next few years as new designs come to shelves.
Digital Planning And Customer Relationship
Alongside its store expansion and redesigning of its packaging, Aldi USA has re-strategized its digital strategy. In the first half of 2018, the company updated its social media approach to be more about entertainment, trend-driven and culturally relevant. That move has contributed to the increase of double-digit engagement on Instagram and Tik Tok during the first half of 2025.
The new branding in the packaging and its channels, Aldi is gaining a stronger relationship with its customers and ensuring its own strength in the label. The rebrand indicates long-term orientation of the retailer: associating its name with each aisle, each pack and each store.
The Aldi USA private label rebrand marks one of the company’s most significant identity updates in years. It highlights the significance of the idea of the private label in Aldi model and preconditions the following stage of its growth.
