LiveGFree with Aldi

LiveGFreeBatavia, Illinois discount grocer ALDI has introduced a new Private Brand, LiveGFree, a gluten-free line of food. LiveGFree includes dry pasta, frozen products, baking mixes, and more. The brand is being marketed as limited-availability “Special Buys.”

Products include:

  • LiveGFree Gluten Free Granola Crunch 12 – 12.8 oz – Double Chocolate, Cinnamon Raisin or Very Berry – 3.49
  • LiveGFree Gluten Free Pancakes 14.4 oz – Buttermilk or Blueberry – 2.69
  • LiveGFree Gluten Free Chewy Granola Bars 5 oz – Very Berry, Cocoa Loco, or Caramel Apple – 2.49
  • LiveGFree Gluten Free Multi-Seed Crackers 4.25 oz – Sea Salt or Rosemary and Olive Oil – 1.49
  • LiveGFree Gluten Free Pepperoni or Cheese Pizza 10 oz  4.99
  • LiveGFree Gluten Free Wraps 11 oz  3.99
  • LiveGFree Gluten Free Stuffed Sandwiches 9 oz – Pepperoni Pizza or Southwest Veggie – 2.69
  • LiveGFree Gluten Free Rice Pasta and Cheddar 6 oz – 1.49
  • LiveGFree Gluten Free Soft Baked Cookies -6 oz – Double Chocolate, Brownie, or Snicker-doodle – 2.49
  • LiveGFree Gluten Free Corn Pasta 16 oz – Penne or Fusilli – 1.29
  • LiveGFree Gluten Free Cheese Ravioli or Lasagna 9 oz 3.29
  • LiveGFree Gluten Free Brown Rice Spaghetti 16 oz 1.89
  • LiveGFree Gluten Free Brownie or Baking Mix 16-17 oz 2.99
  • LiveGFree Gluten Free Yellow Cake Mix or Cookie Mix 15 -19 oz 2.99
  • LiveGFree Gluten Free Pizza Crust or Cornbread Mix 15-16.5 oz 2.99


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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.