Aldi dropped this flyer featuring their Fit & Active Private Brand in our Sunday Paper. These guys are long known for Private Brand but typically it is good value product in packaging that mimics a national brand. And they have alot of brands, they are not shy about creating a new brand for a specific product or category, so its exciting to see this brand. It hits on their strong point of good product, great value and adds in the health and wellness component that is so hot today. They use a Fit & Active as their health and welness program. In a small format value store its genius. Branding that truly creates differentiation and no funny math or multiple logo schemes like other grocers. And they committed their sole advertisement to the brand. Amazing!