Aldi merges private label brands
Aldi Nord and Süd plan to merge around 100 private label brands by the end of this year. The change will mostly affect brand names and packaging. Aldi is hoping to achieve cost advantages through more efficient processes, joint packaging and marketing measures.
“By harmonising our own brands, we are ensuring that we can offer our customers quality at the best price, today and in the future,” says Tobias Heinbockel, managing director category management at Aldi Nord. By the end of 2020, the majority of private label ranges are to be identical. “We want to give our customers what they want: easy shopping and a range that inspires them. With a more uniform range, we can offer them exactly that, regardless of whether they shop at Ald Nord or Aldi Süd”, he says.
For suppliers, the change will bring uniform requirements and processes. This includes optimising packaging and reducing it wherever possible. The remaining stocks of the existing brands will be sold off. The new private label items will be introduced gradually.
The action comes along with trade reports that Aldi Nord and Aldi Süd are planning to merge in the next few years. Aldi Süd said that the two organisations are working closer together than ever but denies that a formal merger will take place
Source: PLMA