Aldi, founded in Germany in 1961, now operates roughly 2,400 U.S. stores and employs over 45,000 people. The retailer says households can save up to 36% by shopping there, largely because more than 90% of its assortment is private-label. Aldi will add clear "Aldi" or "Aldi Original" endorsements to packaging and rename some products to match shopper language. The chain is also investing more than $9 billion and plans hundreds of new U.S. store openings in 2025–2026, including conversions of former Winn-Dixie and Harvey's sites.
Shoppers Get Ready: Aldi Announces Major Rebrand and Hundreds of U.S. Store Openings in 2026
Aldi storefront - Jetcityimage/Getty Images
Founded in Germany in 1961, Aldi brought its first U.S. store to Iowa in 1976. Today the chain operates roughly 2,400 stores across 38 states and employs more than 45,000 people. As grocery costs continue to climb, Aldi is positioning itself as a go-to source for value by leaning on private-label offerings and an upcoming packaging refresh — and it plans to make its footprint even larger in 2026.
Price Leadership and Private-Label Strategy
In its Price Leadership Report 2025, Aldi estimated that a typical household could save as much as 36% by shopping at its stores versus competitors. The company attributes much of that advantage to the fact that more than 90% of items it sells are private-label products rather than national brands. That strategy keeps costs lower and allows Aldi to pass savings on to customers.
Branding Refresh: Clear Aldi Endorsements
Responding to shopper feedback, Aldi plans to add a clear "Aldi" or "Aldi Original" endorsement to virtually all product packaging over the coming years. Familiar private-label names such as Clancy's, Simply Nature, and Specially Selected will remain on shelves, but with a visible Aldi endorsement. Some items will also be renamed to match how customers already refer to them — for example, Kirkwood Breaded Chicken Breast Fillets will be formally labeled "Red Bag Chicken." The company says this packaging update will roll out progressively.
Winn-Dixie storefront - Jillian Cain Photography/Shutterstock
Rapid Store Growth and Conversions
Aldi moved to open more than 200 stores in 2025 and has continued that pace with openings in states including Florida and Nevada. Many more stores are planned for 2026, in line with Aldi’s earlier commitment to open 800 new U.S. locations by 2028. The retailer has also purchased hundreds of former Winn-Dixie and Harvey's sites; many of those properties are expected to be converted into Aldi stores.
Investment and Regional Focus
The chain has committed to investing over $9 billion to expand its U.S. presence, including plans to strengthen its footprint in the Midwest and Northeast with more than 300 additional stores, according to a PR Newswire release. For shoppers, that means more Aldi logos, more local store choices, and wider access to the chain’s value-oriented private-label assortment.
What This Means for Shoppers
More visible Aldi branding and expanded store locations make it easier for customers to find and trust Aldi products. Expect incremental packaging changes over the next few years and steady store openings across multiple regions.
Sources: Aldi Price Leadership Report 2025; Aldi press releases; PR Newswire.
