Aldi makes U-turn and announces major innovation in the United States

The German supermarket chain has always been known for offering low prices and a wide variety of store-brand products. For decades, it has kept a simple style that prioritizes quality without the need for well-known names. However, it has now decided to take an important step that changes the shopping experience for millions of customers.

The new development is coming to the United States, where Aldi has been established for nearly 50 years. The company has confirmed that it will update the image of all its own-brand products, which make up more than 90% of its stock. The move includes the creation of its first flagship brand under the name Aldi, as well as the label "an Aldi Original" on many of its in-store items.

A redesign that will mark a turning point

Until now, the chain's strategy had focused on private brands with different names, such as Happy Farms or Clancy's. With this transformation, several of those lines will adopt the company's main name to strengthen consumer trust. The measure comes after listening to suggestions from shoppers themselves, who requested more clarity in product identification, according to AllRecipes.

The redesign doesn't mean that all well-known names inside the supermarkets will disappear. Brands like Specially Selected, Simply Nature, or Sundae Shoppe will remain, although with a refreshed look and the distinction of being an "Aldi Original." This way, the company seeks a balance between the familiarity of what already exists and the strength of its global name.

Other brands, such as Baker's Corner or Belmont, will now become part of the new Aldi brand. The goal is to simplify the experience in the aisles and make it easier for customers to choose trusted products. This way, shopping becomes more intuitive without losing variety.

This is what customers will find on the shelves

Among the items that will be affected are chain classics like Sundae Shoppe ice creams or Happy Farms spreadable cheeses. All of them will remain available, but with updated packaging that will highlight the connection with the Aldi brand. In no case will products that already have strong acceptance be removed.

The list also includes very diverse sections such as meats under the Kirkwood label, fruits and vegetables from Happy Harvest, or spices from Tuscan Garden. Consumers will gradually see how each category adopts a uniform image that will convey consistency throughout the store. This strategy will also help strengthen the perception of quality compared to other chains.

The change will not be implemented immediately nor entirely. The company has explained that the new visual identity will appear progressively on the shelves over the coming years. This way, the transition will be orderly and will allow Aldi customers to get used to the new design.