ALDI liveGfree Earns the Good Housekeeping Seal

ALDI announce this week that its private brand liveGfree has earned the Good Housekeeping Seal, bringing “America’s most trusted emblem” to nearly 1,800 ALDI stores across the country. Introduced in 1909, the Seal is a symbol of quality assurance and consumer protection and is considered the gold standard in helping to guide shoppers.

ALDI, the first grocery store to offer its own private brand of gluten-free foods, has nearly 50 products in its liveGfree line, including top-selling gluten-free pretzels, bread and brown rice crisps. The liveGfree line also includes unexpected finds such as granola, deluxe macaroni & cheese and baking mixes. Now, shoppers can feel even better about purchasing liveGfree products for meals, snacks and desserts, knowing they are backed by the Good Housekeeping Seal.

“We’re proud to add the Good Housekeeping Seal to our liveGfree brand and to our growing list of more than 200 product awards,” said Scott Patton, ALDI Vice President of Corporate Buying. “Earning the Seal is a true testament to the quality of gluten-free products we offer shoppers.”

“We know gluten-free foods are important to shoppers, and liveGfree products quickly became a favorite after we launched the brand in 2014,” Patton said. “We set the standard for quality and affordability, meeting the evolving needs of shoppers. The backing of the Good Housekeeping Seal reinforces that commitment.”

“ALDI’s dedication to quality and variety across the liveGfree product line is impressive and unique in the gluten-free category,” said Jaclyn London, MS, RD, CDN, Good Housekeeping Institute Nutrition Director. “It’s especially exciting that the liveGfree product line has earned the Good Housekeeping Seal, as May is National Celiac Awareness month.”

In addition to being granted the Good Housekeeping Seal, a number of liveGfree products were previously recognized by the 2017 Best New Product Award* and the Gluten-Free Buyers Guide’s Gluten-Free Awards.

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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.