Aldi Nord and Süd want to merge a large part of their previously different own brands and offer uniform nationwide nationwide, reports the WirtschaftsWoche. Currently, the internal votes are running. In the long term, it is therefore about the “harmonization of a large number of private labels,” it says in business circles.
In the industry is considered largely certain that the sports brand Crane from the south will be sold in the future in the North branches. Known products such as River Cola from the north are traded as candidates for the South shelves. That Aldi North and South want to work closer together, was already known in 2018 – now the plans are picking up speed.
Part of the new assortment strategy is also the joint start of sales of the natural food brand Schneekoppe at Aldi Nord and Süd, which according to information from WirtschaftsWoche is planned for this summer. The launch is to be accompanied by an extensive Aldi advertising campaign. It is said Philipp Lahm, former captain of the German national football team, play a central role, it says in business circles. Lahm had taken over the majority of Schneekoppe in early 2018.