In the most recent edition of ESM, we spoke to retailers across Europe about their private label strategies, kicking off with arguably the king of the discounters, Germany's Aldi Süd. This article first appeared in ESM Issue 3 2020.
What makes Aldi Süd so competitive when it comes to private label? As the retailer’s latest advertising campaign puts it (to the tune of the old Vanilla Ice hit), it’s all about ‘Price, Price Baby.’
The discounter recently announced a major refresh of its own-brand portfolio, as well as teaming up with Aldi Nord to offer a set of uniform private labels across the entire Aldi network, under brands including Sun Snacks, Moser-Roth, Eurodont and Kür.