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Aldi Re-Invents Itself To Appeal To “Smart Shoppers”

September 3, 2015: 12:00 AM EST
Aldi's U.S. business is re-inventing itself from a barebones retail grocer targeting poorer shoppers to one that is attracting cost-conscious “smart shoppers” who began flocking to the store at the onset of the recession in 2008 and have kept coming back. The company is presenting a more contemporary look and greater product options to appeal to mainstream grocery shoppers. It now offers trendy private label selections such as gluten-free, “free-from” pure foods, premium specialty foods, better-for-you items, and fresh foods including organic produce. The re-invention process has paid off for the company. As it attracts a broader audience, it is continuing its U.S. expansion program. The $3 billion, five-year program will add more than 650 new stores by 2018, for a total of 2,000.
Jon Springer, "Discount Redefined: Aldi in the USA", Supermarket News, September 03, 2015, © Penton Media
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