Aldi has unveiled its first namesake brand with new packaging displaying the Aldi brand name on its private labels in the US.

The move aims to make the supermarket chain’s private labels more recognizable by selling them with packaging that either carries the Aldi brand or an “Aldi Original” label as an endorsement of the products.

“The new look and feel of our products is the next step in our journey to modernize our simpler, quicker shopping experience,” said Atty McGrath, CEO of Aldi.

“After nearly 50 years of setting the standard in private label, our updated packaging will give shoppers yet another reason to reach for our products first.”

Over 90 per cent of Aldi products are private label, and several of these brands will be replaced with the Aldi name, while brands like Clancy’s, Simply Nature, and Specially Selected will receive refreshed branding and an “Aldi Original” endorsement.

Other items will adopt shopper-given nicknames, such as “red bag chicken,” as a nod to the company’s customers.

“As we worked on this refresh for the past few years, we drew so much inspiration from our fans,” said Scott Patton, Aldi CCO.

“Our customers already call our private labels ‘Aldi brands,’ and we’re excited to officially recognize them with a name they can see and trust.”

The new branding has already begun rolling out, and the company expects every product to be refreshed with either the Aldi name or updated packaging in the next few years.