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Aldi to start selling more brand names

The Local · 29 Sep 2012, 09:41

Published: 29 Sep 2012 09:41 GMT+02:00

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The company, known for its low prices and in-store brands, wants to expand its German business with brand name products, the Frankfurter Allgemeine Zeitung reported on Friday, citing information from trade publication Lebensmittel Zeitung.

Shoppers will be able to purchase products like Coke, Fanta and Sprite next week. Aldi isn’t the only one expected to profit from the deals, as brand name product producers are keen to get their goods onto Aldi shelves, the paper reported.

Neither Coca-Cola, nor Beiersdorf, the makers of Nivea products, nor Aldi would comment on the new business, but the paper said getting Nivea into Aldi stories has been a top priority for management.

Retail experts suspect that price wars could break out, as some of Aldi’s competitors already sell brand name goods. Lidl, for example, has been luring customers into its stores with discounts on brand name items for some time.

Story continues below…

The Local/mw

The Local (news@thelocal.de)

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Your comments about this article

14:56 September 29, 2012 by Herr Rentz
The local Aldi here in the States has so little German food I stopped shopping there. A box of Spaetzles and a jar of red cabbage isn't cutting it. Carry more German food.

They have a whole row of Mexican and Asian food at the grocery store, but a German grocery store carries less than a dozen German items???
20:56 September 29, 2012 by Karl_Berlin
I can see the news (cheap advertisement) value in this story :(
20:54 October 4, 2012 by neunElf
ALDI may be German owned, but they trade in local markets worldwide and must offer products wanted in those specific countries.

They are doing quite well with his strategy, in America and Australia for example. People don't shop there because it is "German", but because of the perceived value.
08:06 October 18, 2012 by Meghu
What is a brand name is very important especially for those who belong to this field or business or advertising segment.Different types of brand names are available that offer a range of benefits to be recognized as a good product. Branding should be memorable, unique and easy to understand for people.http://www.whatisall.com/business-insight/what-is-a-brand-name.html
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