Aldi Launches Massive Rebranding of its Private Label Food Packaging
Aldi announced in a press release dated September 24th, 2025, that it is launching its “largest packaging refresh yet” first-ever namesake brand. The grocer is redesigning product packaging with a fresh new look, and the Aldi name will be on the front of every product. The goal is to help customers more easily recognize Aldi private labels.
“The new look and feel of our products is the next step in our journey to modernize our simpler, quicker shopping experience. Now, it’s easier than ever for shoppers to instantly spot the value and quality only ALDI can deliver,” said Atty McGrath, who, according to the press release, began her role as CEO of Aldi on September 1. “After nearly 50 years of setting the standard in private label, our updated packaging will give shoppers yet another reason to reach for our products first.”
The majority of Aldi products are private labels, coming in at more than 90% of the store’s food offerings. Some reports indicate Aldi will go from having about 90 in-house brands to 26, with many brands to be consolidated under a simple “The Aldi Brand” label.” Some of the brands to be folded under “The Aldi Brand” include Baker’s Corner, which encompasses baking supplies, and Dakota’s Pride, the name on canned beans.
Other popular Aldi brands — the grocer cites examples of Clancy’s, Simply Nature, and Specially Selected — will keep their names on products but will also feature a bold-printed “an Aldi original” endorsement on the label. Some products will feature names given by Aldi fans, including “red bag chicken.”
“As we worked on this refresh for the past few years, we drew so much inspiration from our fans. 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,” said Scott Patton, Aldi Chief Commercial Officer. “Our research shows customers associate Aldi with affordability, value, quality and convenience. Now, they can feel confident knowing our trusted name is behind every exclusive product in their cart.”
Aldi says shoppers should start seeing the new labels and packaging on some products soon, and the changes will be complete in a few years.
You can read the full press release from Aldi here.
Good morning! The cherries in the clear jar used to be a staple at Aldi. Now they are not on the shelves. Are there any plans to bring them back? They were pie cherries but were sweet.
Also, what happened to Pinalen and Chloralen? Those were also staples but no longer on the shelves. They were excellent products, especially the Pinalen.
Thanks for making this comment section available!
We’re not sure about those things, since this site isn’t run by Aldi. (Although we agree those cleaning products were pretty awesome.) You could try reaching out to Aldi with your questions. Here’s info on how to contact them: https://www.aldireviewer.com/contact-aldi/