Aldi\’s Little Journey

\"AldiDiscount grocer Aldi USA is launching its first line of private brand baby products, which will arrive in stores in August. The new brand will be called “Little Journey”. From newborn diapers to training pants, cleansing wipes to gentle baby wash, formula to organic pouches, Little Journey will feature nearly 50 high-quality, affordably priced everyday essentials parents and little ones need.

“Our Aldi customers spoke, and we listened,” said Liz Ruggles, director of marketing for Aldi, in a statement. \”The Little Journey product line is another way we’re using our shoppers’ feedback to make grocery shopping as simple and convenient as possible. With Little Journey we’re able to better support and grow with our shoppers and their families — from those first smiles to the first day of preschool and beyond.”

To promote the launch of Little Journey, Aldi is hosting a baby photo contest on Facebook in search of its first, real-life Little Journey star. The retailer aims to celebrate those real baby moments with photos of babies showcasing the personality, expressiveness and enthusiasm behind life\’s littlest adventures.

Beginning, June 1, and continuing through June 22, 2016, parents and legal guardians of children up to 24 months or younger can visit Aldi USA on Facebook ( to upload photos of their children for the chance to see their child become the first \”face\” of Little Journey and star in online and in-store marketing materials. On June 22, 2016 at 12:00 p.m. CST, photo submissions will close and public voting will begin.

From June 22 – 29, 2016, fans of Aldi on Facebook will be invited to help choose 10 finalists by voting for their favorite baby photo submissions online*. From the 10 frontrunners, a panel of ALDI judges will choose the baby whose photo best meets the brand criteria to become the first Little Journey star and participate in a fun-filled photoshoot in the winner\’s hometown. In addition to the photoshoot, the lucky contest winner will receive $500 in baby products from the Little Journey line and a $30,000 cash prize to help support the winner\’s journey towards higher education. The nine finalists will also each be awarded a prize of $100 in baby products from the Little Journey line.

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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.