Aldi USA has announced all of its private-label brands, including its Fremont Fish Market line of products, will soon carry the Aldi name on their packaging
In its largest packaging refresh to date, the Batavia, Illinois, U.S.A.-based operator of more than 2,500 stores is putting its name on every product exclusive to Aldi and launching its first-ever namesake brand “to make its trusted private labels even more recognizable for shoppers,” Aldi said.
“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,” Aldi USA CEO Atty McGrath said. “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 percent of Aldi products are private label, and as part of the shift, several brands will be replaced solely with the Aldi name, while other brands such as Clancy’s, Simply Nature, and Specially Selected will remain on shelves with modernized branding featuring “an Aldi Original” endorsement.
Aldi’s private-label products helped the firm secure 7.1 percent year-over-year store traffic gains in the first half of 2025, the retailer said. The fast-growing discount chain plans to open 800 new stores nationwide by the end of 2028 via a combination of new openings and store conversions.
Those expansion plans are buoyed by the fact that one-quarter of U.S. households shop at Aldi, giving the chain huge potential for suppliers, including seafood companies, to expand their footprint, Aldi Group COO Jason Hart said last year, adding that Aldi needs suppliers’ help to ensure products are priced competitively as the company expands.
“It’s our goal to be America’s first stop for grocery shopping, which means we want your products to be the ones they bring home,” Hart said.
Private-label goods are not just increasing at Aldi.
U.S. private-label food and non-food product sales surged 4.4 percent year over year for the six months ending 15 June, according to Circana data provided to the Private-Label Manufacturers Association (PLMA). Market share for private-label brands in the first half of the year increased to 21.2 percent by value and 23.2 percent by volume, both of which are all-time highs, according to a Circana press release.
“Shoppers are clearly recognizing the unbeatable combination of quality, value, and innovation that store brands bring to the table,” PLMA President Peggy Davies said.
