Aldi Launches Simply Nature

Aldi - Simply Nature - frontIn the summer of last year Batavia, Illinois based discount grocer ALDI has introduced a test of a new Private Brand SimplyNature, which featured natural or organic products. In a press release dated January 2, 2014 the retailer announced the nationwide launch of the new brand and its permanent addition to the Aldi Private Brand portfolio. The brand includes design variations for Natural, Organic and Kids.

“At ALDI, we know that finding great-tasting, wholesome foods is important to our customers. With the new SimplyNature line of all-natural or organic products, customers can get high-quality, nutritious options at an affordable price,” said Chuck Youngstrom, president of ALDI. “We’re always striving to offer healthy options at prices that make it possible to maintain a healthy lifestyle – and that’s exactly what the SimplyNature brand offers.”Aldi - Simply Nature-Organics

The brand joins the new generation of natural and organic brands, which have shifted from strictly attribute focused positionings to more emotional higher-level benefit focused positionings, including Simple Truth from Kroger and Simply Balanced From Target. The use of the word “SIMPLE” in Private Brand is a welcome change from the era of Great/Guaranteed/Essential/Value brands however retailers should not copy this trend and should instead build unique and differentiated brands that deliver on their unique strategies.

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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.