ALDI is rolling out a major packaging makeover to slap its name on nearly every product, the company announced Sept. 24, according to store officials.
The change, driven by customer feedback, means ALDI-exclusive brands like Clancy’s and Simply Nature will now be labeled as “ALDI Originals.”
Over 90% of ALDI’s inventory is private label, and execs say shoppers already see them as ALDI products. The redesign aims to modernize the store’s fast, no-frills experience.
The rebrand comes as ALDI faces a lawsuit from Oreo-maker Mondelēz, which claims ALDI’s packaging copies its snack designs.
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