Aldi is making a major branding move, announcing that it will place its name on almost every private-label product it sells. The German discount chain store is not only America’s fastest-growing retailer in 2025, but it is also making a bold branding move that could reshape the way shoppers view its products. Under the leadership of the new Aldi CEO, Atty McGrath, Aldi is putting its own name front and center on packaging across all its private label products.
Aldi Refreshes Packaging and Launches Namesake Brand
For decades, Aldi has built its reputation on low prices, efficient stores, and quality private labels. About 90% of everything sold inside an Aldi store carries its own exclusive branding. Now, all of those products will either feature the Aldi brand itself or include a clear endorsement label reading “An ALDI Original.” This packaging refresh represents the grocer’s first-ever official namesake brand initiative.
According to Aldi, this shift comes in “direct response to customer feedback.” Shoppers wanted stronger recognition of the items they love, and Aldi has answered by ensuring its name appears prominently on every product. The goal is simple: make Aldi’s quality unmistakable and strengthen customer loyalty in a crowded retail market.
America’s Fastest-Growing Retailer
This announcement comes at a time of rapid expansion for the chain store. Aldi has been steadily increasing its U.S. footprint for several years, and according to the Wall Street Journal, it is now America’s fastest-growing retailer. The company has ambitious plans to add another 200 stores by the end of 2025, further solidifying its position in the U.S. grocery sector.
Part of Aldi’s competitive advantage lies in keeping operations lean. Stores are smaller than many traditional supermarkets, which reduces overhead. Combined with a focus on efficient stocking, cart rentals, and limited staffing, Aldi is able to pass savings directly to customers. The company estimates that a family of four saves nearly $4,000 per year by shopping at Aldi compared to conventional grocers.
Aldi CEO Atty McGrath’s Vision
Atty McGrath, who officially became the Aldi CEO on September 1, 2025, has emphasized the importance of modernizing the shopping experience. In a company press release, she explained:
“After nearly 50 years of setting the standard in private label, our updated packaging will give shoppers yet another reason to reach for our products first.”
McGrath sees this rebranding as more than just cosmetic. It’s part of a larger vision to align Aldi’s strong reputation for affordability with a stronger brand identity. In short, Aldi wants customers to immediately associate value and quality with the Aldi brand’s label.
Private Label Power in the Grocery Industry
The grocery world is no stranger to private label products. In fact, many of today’s top retailers rely on them. Trader Joe’s, for example, has built an almost cult-like following around its exclusive brands. Costco’s Kirkland Signature line brought in a staggering $86 billion in sales last year, while Kroger has already introduced over 900 new private-label items in 2025 alone.
Aldi, however, stands apart. Contrary to most grocers, the huge bulk of its sales is private label. Such a special model assists the company to maintain low prices without reducing quality. Aldi is also enhancing its standing as a leader in the private-label market by putting its own name on the packaging, making the shopper well aware of the source of their favorite products.
Aldi Trader Joe’s Connection
When it comes to the retail of groceries, the comparison between Aldi and Trader Joe’s is frequently brought up. The two chains are branches of a German family business that later split into two distinct companies. Whereas Trader Joe has focused on quirky branding and niches, Aldi has mastered the efficiency, volume, and low-cost own-label products.
Nonetheless, the two chains are very successful with customer loyalty to their exclusive products. Aldi, by focusing on Aldi brands as having bold packaging and a recognisable name, is borrowing a bit of the Trader Joe book- although it is also developing its own book.
Commitment to Quality and Affordability
Aldi’s rebranding effort isn’t just about visibility; it’s also about reinforcing trust. The company has proudly highlighted that all of its Aldi-exclusive products have been “free from certified synthetic colors” for more than a decade. This aligns with growing consumer demand for clean, transparent ingredients.
Scott Patton, Aldi’s Chief Commercial Officer, summed it up in a LinkedIn post:
“Our customers already call our private labels ‘Aldi brands.’ We’re simply making that relationship clearer and stronger.”
With the new packaging rolling out nationwide, shoppers will notice the Aldi name more prominently than ever before.
Looking Ahead: Aldi’s Expanding Role in U.S. Retail
As Aldi accelerates its U.S. expansion and prepares to open hundreds of new stores, the refreshed branding signals the next phase of growth. By marrying cost savings with a strong, recognizable identity, Aldi is positioning itself to compete not just on price but on brand loyalty.
The move underscores a broader trend in retail: the rising dominance of private label products. As more shoppers seek value without sacrificing quality, Aldi’s strategy could redefine the competitive landscape.
Conclusion
The move to label all the packages with Aldi name is a historical milestone of the company. With the new Aldi CEO in charge, Aldi is transforming its appearance, broadening its operations, and redoubling its investment in the value of its Aldi brands. Having a business model based on private labels, and having already a high competitiveness with such players as Trader Joe’s and Costco, the branding refresh at Aldi can become one of the most effective steps of the company ever.
There is one thing that is definite and that is that as Aldi continues to roll out as a chain store all over the United States, the name Aldi will soon be ubiquitous, as it is on the shelves, in their pantries, and on the savings of their grocery bills.
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