Aldi is rolling out its most extensive packaging update yet, placing its name on every product and launching its first-ever namesake brand to make its trusted private labels more recognizable to shoppers. In direct response to customer feedback, Aldi exclusives will now carry either the Aldi brand or a bold “an Aldi Original” endorsement, giving shoppers a clear signal of the quality they already rely on.

“The new look and feel of our products is the next step in our journey to modernize our simpler, quicker shopping experience. Now, it’s easier than ever for shoppers to instantly spot the value and quality only Aldi can deliver,” says Atty McGrath, who began her role as CEO of Aldi on September 1. “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.”

More than 90% of Aldi products are private label. While the quality items shoppers know and trust will remain, they will receive a refreshed look. Several brands will be replaced with the Aldi name, while iconic brands like Clancy’s, Simply Nature, and Specially Selected will stay on shelves with modernized branding and the bold “an Aldi Original” endorsement. Other items, such as “Red Bag Chicken,” will adopt shopper-given nicknames—a playful nod to show how much Aldi values customer input.

“As we worked on this refresh for the past few years, we drew so much inspiration from our customers. They already call our private labels ‘Aldi brands,’ and we’re excited to officially recognize them with a name they can see and trust,” says Scott Patton, Aldi chief commercial officer. “Our research shows customers associate Aldi with affordability, value, quality, and convenience. Now, they can feel confident knowing our trusted name is behind every exclusive product in their cart.”

Every Aldi-exclusive product is free from certified synthetic colors, a move the low-price grocer made more than a decade ago. Additionally, each product is rigorously tested and tasted up to five times to ensure only the best make it to Aldi shelves. From fresh meat and produce to better-for-you beverages, Aldi offers an affordable assortment of high-quality, on-trend products and everyday essentials. In fact, shopping at Aldi can save a family of four nearly $4,000 annually.

Shoppers will begin to see the new packaging on store shelves. Over the next few years, every product will be refreshed to feature the Aldi name and a modernized look that shoppers will be proud to stock in their pantry, fridge, or freezer.

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