USA: Aldi's refreshed packaging designs hitting stores
- DRC Discount Retail Consulting GmbH
- 1 hour ago
- 2 min read
Discount Retail Chain Aldi USA's new packaging design is now rolling into stores.
Eight months after announcing a major overhaul of its branding and product packaging designs, Aldi is “making great progress” in its multiyear packaging refresh, Kristy Reitz, the grocer’s director of brand and design, told Store Brands.
To date, Reitz said Aldi has finalized and shared about 60% of new product artwork with its product suppliers. She added that the results in stores are meeting expectations.
“Shoppers are spotting some of their favourite products quicker on-shelf, because they are noticing the name they trust,” Reitz said. “From the beginning, this move was about making shopping at Aldi even simpler and helping our customers fill their carts with confidence.”
In Aldi’s May release of new products, several items showcased the new packaging design. Those items include seasoned spiral fries, key lime pie bites, Szechuan stir-fry, cinnamon mini muffin mix, strawberry muffin mix, and passion fruit chunks. Several other products continued to showcase Aldi’s long-standing own brands, including Clancy’s, Specially Selected, Mama Cozzi’s, Simply Nature, and Friendly Farms.
As the full refresh takes shape over the next few years, Aldi in September will roll out upgraded packaging for its Specially Selected products that will feature the “an Aldi original” endorsement.
“As a longtime fan-favorite line that features some of our premium offerings, Specially Selected’s new look will arrive at the perfect time ahead of the holidays as shoppers look for elevated essentials, charcuterie and seasonal favorites,” Reitz said.
The updated branding and packaging design effort will also see several long-standing Aldi brands be retired. They include Lunch Buddies, Belmont, Dakota’s Pride, and Baker’s Corner, with all becoming part of the retailer's new brand.
Aldi is not alone in giving its product packaging a refresh. In April, Walmart announced a major redesign of its flagship Great Value own brand, with the new look spanning nearly 10,000 items. See our article on: USA: Walmart’s Great Value brand gets first redesign in over a decade
Billed by the retailer as the “most extensive private brand update” in the company’s history, the rollout will be phased in over the next two years, starting with salty snacks. It is the brand’s first full refresh in more than a decade.
“At Walmart, we’re focused on delivering quality and value our customers can count on every day,” said Scott Morris, senior vice president of Private Brands for Walmart U.S. “Great Value has earned customers’ trust over decades, and while the brand is getting a fresh, modern look, what’s inside isn’t changing. Customers will continue to find the same trusted products at the same Every Day Low Prices they rely on.”
Great Value was launched in 1993 and has grown into Walmart’s largest own brand and the largest food and consumables CPG brand in the U.S., according to the retailer. Walmart said Great Value products can be found in 9 out of 10 U.S. households and save an average family 35% per year.
