New Packaging, who Al’dis?

Discount grocer ALDI — where more than 90% of the products available are private label under names like Benton’s, Clancy’s, Simply Nature, and Specially Selected — is refreshing every ALDI-exclusive product by, in some cases, abandoning old names and adopting its first-ever namesake brand; and, in other cases, keeping the old names but adding “an ALDI Original” endorsement. While the press release mentions that a lot of the changes are “for the fans”, I wouldn’t be surprised if the changes are more “for the lawyers” so that ALDI’s private label brands are now more clearly ALDI than competitor knock-offs. The packaging system has been designed by Favorite Child, the design practice within Betty, a Quad agency.