ALDI Launches Premium Private Brand “Specially Selected”

Aldi Specially Selected cofffeeBatavia, Illinois-based hard discount grocer ALDI, is making it easier to find high-quality foods at affordable prices with the launch of its new premium Private Brand, Specially Selected. The brand follows the classic private label premium tier path with a generic name combining to premium sounding words and black-based package design combined with quality food photography. The brand features a range of specialty products available periodically throughout the year – from German coffees and gourmet pastas to premium meats and cheeses.

Aldi - specially slected cheeseALDI first launched the Specially Selected line in Europe, where many of the Private Brand’s products have won awards and attracted a devoted following. In the United States, ALDI is introducing many of the Specially Selected products through its popular Special Buy Program, available while quantities last.

“At ALDI, our focus is on delivering the highest quality products at the lowest possible prices,” said Chuck Youngstrom, president, ALDI. “Now, with our exclusive Specially Selected line, we’re able to offer the more than 25 million customers who shop our stores each month gourmet foods at ALDI everyday low prices. Each Specially Selected product was developed with exceptional taste at an excellent value – helping to meet our customers’ increasing demand for premium, quality food at affordable prices.”

“I love the fact that the Specially Selected line is showcasing a wide variety of specialty items – everything from gourmet vinaigrette dressings and Havarti, feta and blue cheeses to salami and top crusted flounder – allowing loyal ALDI shoppers like me, access to gourmet shopping choices without having to make that extra stop,” said Janice Stahl, food stylist and loyal ALDI shopper.

Sampling of Specially Selected Products

  • Specially Selected Havarti – plain, dill, jalapeno ($2.99/8 oz.)
  • Specially Selected Blue or Feta Cheese Crumbles ($1.99/5 oz.)
  • Specially Selected Goat Cheese Log – plain, honey, garlic & herb ($1.99/4 oz.)
  • Specially Selected Premium Roast Ground – Regular or Mild Coffee ($4.99/17.6 oz.)
  • Specially Selected Gourmet Vinaigrette Dressings ($1.99/12 oz.)
  • Specially Selected Pizzelle Cookies ($2.99/7 oz.)

To ensure its Private Brands – including Specially Selected – meet or exceed the national brands on taste and quality, ALDI conducts rigorous testing on all products. ALDI stands behind this commitment to quality with a Double Guarantee: If for any reason a customer is not 100% satisfied with a food product, ALDI will gladly replace the product and refund the customer’s money.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.