Aldi Is Overhauling Its Entire Private Label Lineup

Aldi is rolling out new packaging across nearly its entire store-brand lineup. It’s the company’s most extensive private-label redesign to date, putting the Aldi name front and center on products that make up the majority of its shelf space. According to the company, the goal is to make those products easier to spot — and reinforce the trust shoppers already have in the brands Aldi makes itself.

Aldi stocks a curated selection of around 1,650 core products, with an additional 500 or so seasonal items throughout the year. More than 90% of those are private label, and all will be getting a visual update. Some items will now carry the Aldi name directly, while others, like Clancy’s, Simply Nature, and Specially Selected, will keep their brand identities while adding an updated label now reading “an ALDI Original.”

“We’re refreshing the packaging of every private label product at Aldi — including everyday items, seasonal rotations, and ALDI Finds,” said Kristy Reitz, ALDI Director of Brand and Design.

Longtime favorites such as “Red Bag Chicken” will also begin to reflect the way customers already talk about them. Shopper-given nicknames will now appear on select packages as a nod to the products that have developed a following of their own.

CEO Atty McGrath, who stepped into the role earlier this month, described the refresh as part of Aldi’s push to modernize its “simpler, quicker shopping experience” and make the brand’s value and quality easier to spot. Scott Patton, chief commercial officer, noted that the rebrand has been in the works for years and was shaped directly by shopper feedback. “Our customers already call our private labels’ Aldi brands,’” he said. “Now, they can see that name on the label too.”

Reitz echoed that idea. “We spent years gathering customer insights and found that shoppers already associate Aldi with affordability, value, and convenience,” she said. “Many already called our private labels ‘the Aldi brand,’ so we set out to redesign packaging that would put our trusted name front and center.”

The new design system employs a consistent panel layout, centering product names and descriptions while allowing for variation in logo placement, patterns, and photography. 

“We wanted a design system that felt recognizable, yet nimble enough to show up across the variety of pack types, products, and packaging materials we use across our stores,” Reitz said. “Other retailers tend to have limited design systems for their private labels because they’re not a primary offering. But at Aldi, we’ve built our brand on private labels to deliver the quality and value shoppers trust — and we wanted a design system to match.”

Shoppers may already notice the new packaging in stores. According to the company, early rollout is underway, and the redesign will continue over the next few years until every Aldi-exclusive product carries the updated branding.

Aldi’s redesign arrives not long after it was sued by Mondelēz International, the maker of Oreo, over packaging that it claims resembles its own too closely. In the May 2025 court filing, Mondelez said the resemblance could confuse shoppers and weaken the visual identity of its brands. The case is still being processed through federal court.

While Aldi has not commented on the lawsuit, the company has framed the packaging refresh as part of a long-planned strategy to simplify shopping and strengthen brand recognition. In that framing, the move isn’t about stepping away from bold or familiar packaging — it’s about making sure shoppers know who made it.

This shift also coincides with a period of significant expansion for the retailer. Earlier this year, Aldi announced plans to open more than 225 new U.S. locations in 2025, marking the largest single-year expansion in its nearly 50-year history in the country. That number includes approximately 100 converted Winn-Dixie and Harveys Supermarket locations, which are expected to reopen under the Aldi banner by the end of the year. Additional stores are planned for the Midwest, Northeast, and West, including new markets like Las Vegas.

Together, the brand refresh and store expansion point to Aldi’s growing ambition in the U.S. grocery space — not just as a discount chain, but as a name shoppers actively seek out.

The packaging refresh also comes at a moment when value grocers, once leading the charge in grocery sector growth, are beginning to level out. Between 2022 and 2024, rising food costs drove many shoppers to lower-cost chains like Aldi and Lidl — a shift that Placer.ai describes as the peak of a widespread “trade-down” effect. But according to the firm’s most recent white paper, much of that movement has already happened. Price remains a deciding factor, especially for fill-in trips and everyday basics, but the pace of growth in the value segment has started to slow. In that environment, a rebrand isn’t just about visibility — it becomes part of how a retailer reinforces its identity as shoppers weigh more than just price.

The redesign also aligns with the company’s broader sustainability timeline. Back in 2019, Aldi committed to making all of its Aldi-exclusive product packaging reusable, recyclable, or compostable by 2025, with a goal of reducing total packaging material by at least 15%. In a 2024 corporate update, the company said it had already met that goal and was continuing to evolve its approach to reduce weight, increase recyclability, and use more post-consumer recycled content.

“We remain committed to innovating our packaging to reduce weight, increase recyclability, and use more post-consumer recycled content,” said Reitz. “It’s a critical part of our ambition to make sustainability affordable and accessible for all.”

While the redesign sharpens Aldi’s shelf presence, it also signals something more subtle: a brand that knows how its customers talk about its products, and isn’t afraid to meet them there.