Aldi US is consolidating its private label products under the Aldi brand as part of a major packaging overhaul. The Batavia-based grocer is rebranding existing own-label products to carry the Aldi name or the tagline “an Aldi Original,” while updating the design of popular lines such as Clancy’s, Simply Nature, and Specially Selected. Some products will adopt shopper-given nicknames.
The move reflects a broader retail trend of using private labels to differentiate stores and strengthen brand identity. Aldi has expanded aggressively in the US, now operating over 2,500 stores across 39 states, and plans to open 225 new locations in 2025 as part of a $9 billion, five-year expansion plan. The retailer has also broadened its assortment with more fresh foods, meal solutions, and natural or organic products.
The refreshed packaging will roll out gradually, with all products expected to feature the Aldi name in the coming years. All Aldi-exclusive products continue to avoid certified synthetic colours, a policy in place for over a decade. The initiative aims to make products instantly recognisable and reinforce customer perceptions of value, quality, and convenience.
Aldi’s private label portfolio includes Bake Shop, L’oven Fresh, Mama Cozzi’s Pizza Kitchen, Southern Grove, Pueblo Lindo, Earth Grown, Barissimo, Burman’s, Friendly Farms, Happy Farms, Kirkwood, Goldhen, Fit & Active, liveGfree, Elevation, Never Any!, Park Street Deli, Lunch Mate, Emporium Selection, Nature’s Nectar, PurAqua, Little Journey, and Fremont Fish Market.