Aldi will launch its first-ever namesake brand to help make the 90%-plus private label products in its store more recognizable for shoppers. It’s part of a packaging refresh that will rename several brands with the Aldi name, and add an “Aldi Original” endorsement for well-known Aldi private label brands such as Clancy’s, Simply Nature and Specially Selected.
“The new look and feel of our products is the next step in our journey to modernize our simpler, quicker shopping experience,” said Atty McGrath, who took the reins as CEO of Aldi Sept. 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,” she said in a statement.
Shoppers will already begin to see the new packaging on store shelves, and Aldi plans to continue refreshing the packaging over the next two years.
Aldi Expands Delivery Options
Aldi also has become the latest retailer to add Uber Eats as a delivery option from its 2,500+ stores nationwide. Shoppers can use their SNAP-EBT benefits via Uber Eats at Aldi, which is the first retailer on the app to accept these payments from day one.
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Additionally, Aldi fans in New York, Miami and Chicago can visit Uber Eats x Aldi pop-ups throughout October for a chance to sample — and order for delivery — exclusive Aldi products before they hit the stores’ shelves.
Aldi has been on a strong growth trajectory in the U.S. In February 2025, Aldi revealed plans to open more than 225 stores this year as part of its five-year U.S. growth strategy. The value supermarket also plans to open a 25,000-square-foot store near NYC’s Times Square in 2026.
