Aldi Is Putting Its Name on Its Store Brand Labels: What It Means for Your Favorites

If you shop at Aldi, you may have noticed that some familiar store brands are showing up in new packaging. Aldi is putting its own name on every private-label product, and that means some favorites will be getting a new look, and some brands are on their way out. Here is what Aldi has announced, which brands are being retired and which are staying, and how to spot the product you like under its new look.

What Is Aldi Changing?

Aldi is putting its name on every product it makes exclusively for its stores. In its September 24, 2025 announcement, Aldi called the change its largest packaging refresh to date and said it is launching its first-ever namesake brand. From now on, ALDI-exclusive products will carry either the ALDI brand or an "an ALDI Original" endorsement. Aldi says more than 90 percent of its products are private label, and that over the next few years every product will be refreshed with the ALDI name and a modernized look.

In other words, Aldi is following suit with what many supermarkets already do. Chains such as Kroger, Publix, and Wegmans have long sold products under the store's own name, and now Aldi's name is going on its products, too.

Aldi's executives say the change follows what shoppers already do. In the announcement, Chief Commercial Officer Scott Patton says customers already call Aldi's private labels "ALDI brands," and that the company wanted to recognize them with a name shoppers can see and trust.

Aldi's reputation has changed, too. Retail analyst Neil Saunders, in a RetailWire discussion of the rebrand, says the original private labels were designed to keep some distance between Aldi and its products. Back then, Aldi was seen as very price focused, and its products risked being viewed as cheap. Separate names also let Aldi imitate national brands, so a product could look at home on the shelf without saying Aldi on the front. Saunders says a lot has changed, that Aldi is now highly regarded, and that its name has become an advantage on the package. The chain's popularity backs that up. Food Dive reported in 2025 that Aldi was on track to open more than 200 U.S. stores that year, and that a more trendy social media approach had brought double-digit growth in engagement on Instagram and TikTok. A name that once stayed in the background is now one people are happy to see in their carts.

Are Shoppers Choosing Store Brands for More Than Price?

Putting the Aldi name on everything also makes sense because store brands are no longer just the cheap option. Well-known private labels such as Costco's Kirkland Signature and Sam's Club's Member's Mark have become names that many shoppers seek out on their own, and Aldi may be heading the same way. Recent surveys point in that direction. A PDG Insights study, reported in The Shelby Report, found that 36 percent of consumers prefer store brands over national brands, up from 29 percent a year earlier, and that 59 percent say some store brands are better quality. In the food industry group FMI's 2026 survey of grocery shoppers, 94 percent said they would keep buying store brands even if grocery prices fell.

Price still matters, but other reasons are showing up. Among shoppers buying more store brands, the FMI survey found that 39 percent cited quality and 37 percent cited taste. Ingredients may be part of the appeal at Aldi, which announced in April 2026 that it will remove 44 more ingredients from its store-brand foods, vitamins, and supplements by December 2027, for a total of 57. Trendiness may play a role too. The PDG Insights study found that 44 percent of shoppers ages 18 to 24 discover store brands through social media. National brands still have plenty of fans, and PDG Insights found that 19 percent generally prefer them, but the numbers do show that for a growing share of shoppers, a store brand can be the first choice and not just the cheap one.

Which Aldi Brands Are Going, and Which Are Staying?

Several brands are being replaced by the ALDI name, while others are keeping their names with the new endorsement. Aldi's announcement says that several brands will be replaced with the ALDI name, while fan favorites like Clancy's, Simply Nature, and Specially Selected will remain on shelves with modernized branding and the "an ALDI Original" endorsement. The industry newsletter Retail Brew, by Erin Cabrey, reported that Aldi is cutting its private-label brands from 90 to 26. It names Belmont (frozen foods), Dakota's Pride (canned beans), and Baker's Corner (baking staples) as brands being retired, and Park Street Deli and Sundae Shoppe as two more that are staying.

The coverage available names only a handful of examples and does not give a full old-to-new list, so the retired names above are examples, not everything that is changing. Retail Brew's article does not say which products each retired brand becomes. The 90-to-26 figure comes from Retail Brew, not from Aldi's own announcement.

What Is "Red Bag Chicken"?

Some products are getting names that shoppers came up with. Aldi's announcement says items like "Red Bag Chicken" will adopt shopper-given nicknames, which it calls a playful nod to how much it values its fans' opinions. The industry site Grocery Dive reports that Red Bag Chicken is becoming the product's official title.

Will the Products Change?

Aldi says the products themselves are not going anywhere. The announcement says the quality items shoppers know and love will stay, with a fresh new look, and that every ALDI-exclusive product is free from certified synthetic colors, a move the company says it made more than a decade ago. For a closer look at that history, read how Aldi dropped synthetic dyes and MSG from its store brands.

Is the Rename Related to the Mondelez Lawsuit?

You may think the timing of the rename is related to a lawsuit, but there is no hard evidence of that. In 2025, Mondelez International, the company behind Oreo, Chips Ahoy, Ritz, and Wheat Thins, sued Aldi in federal court in Illinois, alleging that some of Aldi's cookie and cracker packaging copies its products and is likely to confuse shoppers. The Associated Press report, republished by Insurance Journal on June 3, 2025, says Mondelez is seeking damages and a court order, and that Aldi did not respond to a request for comment.

Aldi announced its packaging refresh a few months later, so the two events can look connected, but we have not seen any evidence that they are. Aldi's announcement does not mention the lawsuit, and Chief Commercial Officer Scott Patton says in it that the company has worked on the refresh "for the past few years." The rename appears to have been years in the making. We also found no ruling or settlement in the case, so it is worth checking the news for updates.

How Can You Spot Your Favorite Under a New Name?

Look for the Aldi name or "an ALDI Original" on the front of the package, and then compare the label with what you remember. If a favorite looks different, check the product type, the size, and the ingredient list, not just the brand, because the packaging is being changed product by product over the next few years. The unit price on the shelf tag lets you compare it with other brands, and our store-brand ketchup comparison shows how to read two labels side by side.

Look for the Name, Then Read the Label

Aldi's rename is mostly a new look on the shelf, with a few familiar brand names disappearing as the packaging rolls out. Keep an eye out for the ALDI name and the "an ALDI Original" endorsement, check the ingredient list when something looks new, and let the unit price tell you whether your favorite is still a good deal.

Photos taken at an Aldi store by Cheap Simple Living.