Aldi’s Lack Of Brand Name Products Is By Design

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The unique brands that line Aldi’s shelf include Simply Nature, Specially Selected, and LiveGfree—the gluten-free product line, among others. The Aldi website states: “Our exclusive brands taste as good as (some even say better than) national brands. Yet they cost up to 50%* less. So how do we do it? We start by bargaining hard with our suppliers for the best deals. Then, we pass the savings on to you!” In other words, big food brands are the middlemen that Aldi cleverly cuts out. 

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Instead of the classic Kellogg’s Froot Loops, for instance, Aldi offers Millville Fruit Rounds. One TikToker even compared the two cereals.

@padiano

This is why I love TikTok. Always learning new things. #padiano #artificialdyefree #aldifinds

♬ original sound – Paden Ferguson

Just as they attest, the video notes that the Aldi version tastes exactly like the original and sells at a lower price. The same can be said for countless other private-label products. One commenter suggested: “Try the Cinnamon Crunch Squares and Berry Kids Krunch from Aldi! They taste just like, if not better than, Cinnamon Toast Crunch and Captain Crunch!”

The basic strategy of most retailers is to purchase from popular brands at a bulk price and sell at a marginal profit. Most large chains have generic products for items they feel they can replicate well — like Walmart’s Great Value brand — but Aldi does it for nearly everything they sell. 

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