Aldi Nord and Aldi Süd are to combine approximately 100 private-label brands by the end of this year.
The merger will involve changes in brand names and packaging design, the discounter said.
A Logical Step
Aldi has described the move as a logical step for the company to consolidate its market position and offer products at the best prices.
Tobias Heinbockel, managing director category management at Aldi Nord, explained, "We want to give our customers what they want - simple shopping and a range that inspires them.
"With a more uniform offer, we can offer them exactly that, regardless of whether they shop at Aldi Nord or Aldi Süd."
Aldi will also consider improving the quality of some products by optimising their recipes to suit the changing preferences of consumers during the process of combining the brands.
Simon Gelzer, managing director of corporate buying at Aldi Süd, commented, "With some products, it may be that only the packaging is redesigned. We are completely redesigning other segments - new brand presence, new varieties and in some cases an optimised recipe."
© 2020 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: European Supermarket Magazine.