In 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.”
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.