Aldi Just Announced a Major Change to Its Famous Packaging (People Have Strong Feelings!)

Aldi Just Announced a Major Change to Its Famous Packaging (People Have Strong Feelings!)
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A shot of an Aldi food market sign that's bright and colorful with a blue sky in Hutchinson Kansas USA that was on 9-13-2020.
Credit: Robert D Brozek/Shutterstock

Aldi has a beloved following, and for good reason — the store has unbeatable prices on its delicious store-brand items, and puts efficiency front and center with its no-frills approach. While it does sell a few name-brand items, the majority of the store is filled with Aldi’s own brand items — which, up until this point, have fallen under numerous brand names. But that’s all about to change. 

On September 24 Aldi announced that it will be adding the store name to all of its products, and is majorly reducing the number of in-house brands from roughly 90 to 26. Some packaging will have just the simple Aldi logo, while other more iconic and recognizable brands (like Clancy’s, Simply Nature, and Specially Selected) will have the tagline “an Aldi original” printed on them. Some beloved items “like ‘Red Bag Chicken‘ will adopt shopper-given nicknames — a playful nod to show fans just how much Aldi values their opinion,” according to the statement. 

The decision to change the packaging is years in the making and rooted in the desire to streamline Aldi’s private-label brand and make it more recognizable to shoppers. But some may question whether the move is influenced by the recent lawsuit that Mondelez issued against Aldi earlier this year, which claims that Aldi’s packaging “blatantly copies” Mondelez brands such as Oreo and Chips Ahoy.

Aldi's new labels on their groceries
Credit: Aldi

The new labels feature bolder, brighter colors and clearer product descriptions — all aimed at an improved user experience. “The new look and feel of our products is the next step in our journey to modernize our simpler, quicker shopping experience,” said Atty McGrath, Aldi’s CEO. “Now, it’s easier than ever for shoppers to instantly spot the value and quality only Aldi can deliver.” All of the store’s exclusive products are free of synthetic colors (a move that was implemented over 10 years ago), and tested and tasted up to five times before being released to the public. With the new labeling system, the hope is that shoppers will be more compelled to choose Aldi’s brand over others. 

Aldi's new labels on their groceries
Credit: Aldi

The new packaging and labels are currently rolling out on store shelves nationwide, although the full refresh is expected to take a few years. Many people on Reddit are fully on board with the new change and appreciate the more streamlined design. One person commented that “the new packaging looks more high-end,” and another said that “it’s minimalism done right: a logo that’s subtle but not oversimplified.” However, other customers still have a soft spot for some of the beloved favorites, with one person stating, “Don’t you dare touch Mama Cozzi. She’s a treasure.” 

What do you think about Aldi’s new labels? Let us know in the comments.