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Germany: Increasing amount of brand names at Aldi

Shopping at German retailer Aldi is a much broader experience than it used to be. The store can now offer an increasing amount of brand articles, like Haribo, Ferrero and even, according to an announcement in journal 'Lebensmittelzeitung', Coca-Cola.

In the coming week, the journal states, Aldi will not only sell the famed soft drink, but also top brands like Nivea, El Vital of L’Oréal and Persil. Aldi, however, has yet to confirm these rumours.

So far, the retailer had but a few brand names in its assortment. ‘Arch nemesis’ Lidl offers a far wider range of top brands. By increasing its supply by widely known products, Aldi is possibly making an effort to expand its position on the market. Such a bid is all the more likely, as competitors Penny and Lidl experienced a much bigger growth in the first half of this year.


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