Aldi is rolling out changes in its New Hampshire locations.
According to a press release, the discount grocery chain will rebrand many of its products to feature the Aldi logo on them.
“In direct response to customer feedback, Aldi-exclusives will now carry either the ALDI brand or a bold ‘an ALDI Original’ endorsement, giving fans a clear signal of the quality they already count on,” the written statement said.
Most of Aldi’s stock was exclusive to the store anyway, so this feels like a natural conclusion, not unlike when Trader Joe’s rebranded their inventory in a very similar way in 1972. Trader Joe’s and Aldi are sister companies, both with deeps ties to the Albrecht family, who founded Aldi and later acquired Trader Joe’s.
Here’s what you need to know about this new announcement.
An Aldi grocery store is pictures on May 02, 2025 in Washington, DC. The discount grocery chain more plans to add over 225 new stores in the U.S. in 2025 as part of a five-year growth plan to add 800 stores by the end of 2028.
Aldi’s private label goods
Part of Aldi’s secret to success is their lack of name-brand products in favor of private-label goods. They spend less in this regard, so they can afford to charge less, resulting in lower prices, compared to that of their competitors.
“Several brands will be replaced with the Aldi name, while iconic brands like Clancy’s, Simply Nature and Specially Selected will remain on shelves with modernized branding and the bold “an Aldi Original” endorsement,” the release said. “Other items like ‘Red Bag Chicken’ will adopt shopper-given nicknames – a playful nod to show fans just how much Aldi values their opinion.”
It said the move is in response to customer feedback.
Shopping at Aldi is a no-frills experience and a fast one. The stores are relatively small. Clerks scan groceries at lightning speed and put them back into your cart. They don’t bag items; you do that in a bagging area after you pay.
“Shoppers will already begin to see the new packaging rolled out to store shelves,” the statement said. “Over the next few years, every product will be refreshed to feature the Aldi name and a modernized look that they’ll be proud to stock in their pantry, fridge or freezer.”
Oreos, Chips Ahoy, Ritz maker sues Aldi, alleging packaging copies
In May, Mondelēz International, the maker of Oreos, Chips Ahoy cookies, Ritz crackers and other popular snacks, sued Aldi, alleging the supermarket chain is using packaging that “blatantly copies” their products.
Mondelēz claims it has contacted Aldi on “numerous occasions” objecting to the supermarket chain’s alleged use of “confusingly similar packaging” and demanding that it cease and desist its “unlawful infringement.”
Asked about the suit, an Aldi representative said, “While we cannot comment on any ongoing litigation, this refresh has been years in the making, and it is driven entirely by fan feedback.”
How many Aldi locations are there in New Hampshire
There are nine Aldi stores in New Hampshire, according to their website.
Additional reporting by Marcia Greenwood and Chad Murphy. Rin Velasco is a trending reporter. She can be reached at rvelasco@gannett.com.
This article originally appeared on Portsmouth Herald: Aldi rebranding its products: Here’s what NH shoppers can expect
