Aldi repackages

But will it be enough?

Aldi is repackaging its range of private label goods, well in the USA at least.

For a range of Aldi’s own branded goods, these will now feature an Aldi logo or words that it is an “Aldi original” product. Please see examples in the image below. We shall see if this change is replicated in the UK.

Why is this?

This repackaging comes in wake of Aldi being sued in the US by Mondelez over copycat packaging of the Oreo’s biscuits.

This repackaging rebrand is significant because it perhaps highlights that Aldi is under increasing pressure to distinguish its products from the various branded product which Aldi ranges are arguably benchmarked against.

Will this be enough to avoid further law suits?

These changes to packaging raise questions on whether this would be enough for Aldi to avoid any further claims of IP infringement.

Including the clear indication that products originate from Aldi does make it difficult to argue that consumers will be confused when purchasing it. Any differences between the Aldi product and branded Aldi Aldi and assessment and likely confusion however they inclusion unlikely to stop the average consumer making a link in their mind between the product and brand. You may not think the Aldi product is Oreos, but it does make you think of Oreos when you see it. Many other features and features are more dominant (such as the shape, colour, and configuration of brand names) and these are likely to outweigh any weight given to the subtle Aldi only branding.

Any notions that how these business model is about to soon change however should be tempered on the basis of a newly released stout which has similar packaging elements to Guinness.