ALDI Nord and ALDI SÜD are harmonising their product ranges, merging around 100 own brands by the end of the year. In line with the motto "Everything will stay better", ALDI Nord will partially take over ALDI SÜD's proprietary brands and vice versa. The change will mostly affect brand names and packaging design. The modernisation of the private labels is a logical step for ALDI in order to consolidate its market position, secure its competitiveness and expand its number 1 price positions.
"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.
For ALDI customers, this will also result in more favourable prices. ALDI Nord and ALDI SÜD will achieve cost advantages through more efficient processes, joint packaging and marketing measures. "It is a tradition that ALDI passes on savings to customers wherever possible. We remain true to this," says Simon Gelzer, Managing Director Corporate Buying at ALDI SÜD.
Most of the product range to be adjusted by the end of the year
By the end of 2020, the majority of private labels are to be identical within the standard range and in promotions. "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 ALDI Nord or ALDI SÜD," says Heinbockel.
Identical ALDI brands throughout Germany
"Proprietary brands are part of ALDI's DNA. Some 90 percent of our range consists of brands that are exclusively available only from ALDI. In future, our customers will find the same ALDI brands everywhere - whether in Hamburg or Munich, in Berlin or Cologne," Gelzer explains.
In the course of the harmonisation process, the two discounters are checking exactly which characteristics are adopted or where improvements can be made for each product. This has different effects depending on the product group. "For some products, it may be that only the packaging is redesigned. Other segments will be completely redesigned - new brand identity, new varieties and in some cases an optimized recipe," Gelzer continues.
ALDI Nord and ALDI SÜD continue to respond to the individual needs of their customers and will still have their own, particular articles in their range, including many regional products. The high ALDI quality standards remain unchanged. This is ensured by clearly defined requirements for suppliers, a close-meshed inspection system and regular checks.
Optimisation of processes
The bundling of ALDI Nord's and ALDI SÜD's competencies also brings advantages for suppliers and partners. There will be uniform requirements and processes. "We want to use the synergy potential wherever possible," says Heinbockel. This also includes optimising packaging and reducing it wherever possible. The remaining stocks of the existing brands will be sold off. At the same time, the new private labels will be introduced gradually throughout Germany.
An overview of the new ALDI private labels will be available on the websites of ALDI Nord and ALDI SÜD on Saturday, 14 March.
For more information:
ALDI SÜD Dienstleistungs-GmbH & Co. oHG
Unternehmensgruppe ALDI SÜD
Luxemburger Allee 8
45481 Mülheim an der Ruhr