Aldi reshapes product assortment and implements price cuts

Aldi Süd is implementing a significant restructuring of its product assortment, focusing heavily on its own private labels while reducing the number of national brand products. The retailer has removed regional brands from its shelves and reduced its brand-name selection from approximately 850 to 700 items. This strategy aims to simplify logistics and ordering by reducing the number of product variants available. While many well-known brands like Rotkäppchen, Zott, and Ehrmann have been removed from permanent shelf space, they may still appear occasionally as promotional items.

Despite the reduction in brand variety, Aldi continues to offer several major brands in specific categories such as coffee (including Melitta, Dallmayr, Jacobs, and Lavazza) and confectionery. Additionally, the retailer is implementing permanent price reductions on 25 specific products, including pasta, wraps, and hummus, to maintain its competitive positioning.

In a separate long-standing success story, Aldi Nord continues to rely on its first private label, Tandil, which has been on shelves since 1968. The laundry detergent brand remains a staple due to its competitive pricing and consistent performance in consumer tests, such as the April 2025 Stiftung Warentest, where Tandil Ultra was rated ‘Gut’.