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Aldi North and South are revolutionizing the range - with serious consequences for customers

2020-03-12T16:04:25.897Z


Aldi Nord and Aldi Süd are moving closer together again after decades of separate paths, of all things at the heart of their ranges. Customers will soon have to reorient themselves.


Aldi Nord and Aldi Süd are moving closer together again after decades of separate paths, of all things at the heart of their ranges. Customers will soon have to reorient themselves.

  • Aldi Nord and Aldi Süd largely standardized their own brands again after decades
  • The background is the enormous competition between the German food chains
  • Aldi customers will soon have to accept many changes

Essen / Mülheim - Family reunification: So far, Aldi Süd and Aldi Nord have led very independent strategies. That should change now. Millions of Aldi customers have to be prepared for changes in many familiar products: By the end of the year, they want to standardize around a hundred own brands with around a thousand products.

And that's not all: Aldi Süd manager Simon Gelzer emphasized: “With some products, it may be that only the packaging is redesigned. We are completely redesigning other segments - new brand presence, new varieties and in some cases an optimized recipe . ”Packaging should also be optimized and, if possible, reduced. The goal: save thanks to uniform packaging and joint marketing measures. According to Aldi Süd and Nord, customers also benefit from this: The companies said it should be even cheaper.

Aldi: Revolution in the range of Aldi Süd and Aldi Nord is a risky step

The discount sisters are under pressure. According to a current market study by the Gesellschaft für Konsumforschung (GfK), supermarket chains Edeka, Rewe and Co increased their sales in 2019 by around 3 percent. According to GfK, Aldi only managed an increase of 0.9 percent.

The innovation is a big cut for the discount sisters * - and especially for customers. Because since the Aldi founders Karl and Theo Albrecht * 1961 decided to go their separate ways *, everyone has done their own thing when it comes to private labels *. The toilet paper was called Kokett at Aldi Nord Solo and Aldi Süd, the cheese was sold in the south under the Alpenmark brand, in the north under the Hofburger logo. The orange juice was called Sonniger here and Rio d'Óro there. In the future, customers will have to get used to most of the brands - and reorient them.

A risky step. Own brands are at the heart of every company. Despite a growing number of branded items on the shelves, 90 percent of Aldi’s main sales still come from this segment. According to the information, however, many are preserved separately, especially for regional products.

So far, the reactions in social networks have been rather terse. “Aldi Nord and Aldi Süd team up. They love each other again, ”writes a user. Blogger René Hesse comments: "It was about time."

It is about time:

ALDI Nord and #ALDI SÜD merge own brands https://t.co/pRiF85g69y

- René Hesse (@ReneHesse) March 12, 2020

* Merkur.de is part of the Germany-wide Ippen-Digital editors network.

Rubric list image: © obs / ALDI

Source: merkur

All life articles on 2020-03-12

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