ALDI North and ALDI SOUTH are harmonising their product ranges and merging around 100 own brands by the end of the year. In line with the motto „Everything remains better“, the ALDI North Group is taking over some of ALDI SOUTH's own brands and vice versa. The changeover will primarily affect brand names and packaging design. The modernisation of the own brands is a logical step for ALDI to consolidate its market position, secure its competitiveness and expand its price leadership.
By the end of 2020, the majority of private labels in the standard range and promotional items will be identical, and as part of the harmonisation process, the two discounters will examine each product to see exactly which features can be adopted or where improvements can be made. This will have different effects depending on the product group.
„For some products, it may be that only the packaging is redesigned. We completely redesign other segments - a new brand image, new varieties and, in some cases, an optimised recipe“
Simon Gelzer, Managing Director Corporate Buying at ALDI SOUTH
Optimisation of processes
Bundling the competences of ALDI North and ALDI SOUTH also brings advantages for suppliers and partners. There will be standardised requirements and processes. Where possible, synergy potential will be utilised. This also includes optimising and, where possible, reducing packaging. The remaining stock of the previous brands will be sold off. At the same time, the new own brands will be gradually introduced throughout Germany.
Source: ALDI
