Aldi: new phase looking back to the origins of discount retail and prices down for over 1.000 products

Eight years after entering the country, Aldi announces a new phase in its journey in Italy that looks back to the origins of the discount model, invented by the company itself 100 years ago, and aims for a return to simplicity to make shopping even more affordable and straightforward.

The Aldi model

Price, quality and trust are the key words of this new phase. The aim is to make the Aldi model even more recognisable and competitive, founded on a simple promise: to offer customers low prices every day for quality products.

Aldi has, in fact, cut the price of over 1.000 products since the beginning of 2026, half of its range. The retailer is communicating this choice clearly and transparently in stores, on leaflets and through all its touchpoints.

The value, which has always been a distinctive feature of Aldi, is guaranteed by an extremely efficient operating model based on a compact, carefully selected range, simplified logistics, shop space rationalised according to customers’ actual shopping needs and strict cost control throughout the supply chain.

Back to basics

The core of the new commercial positioning is embodied in the “back to basics” approach, which places real value, simplicity and reliability. A return to the origins of discount retail, but also a decisive shift towards simplicity. The range comprises approximately 2.000 lines, with the aim of concentrating value on the categories most relevant to everyday shopping.

Fresh products remain at the heart of Aldi’s offering in Italy, thanks to controlled supply chains, traceable origin, certifications and established relationships with selected suppliers. Alongside fresh products, the strategic role of non-foodis growing, taking an increasingly central position in the shopping experience.

Every Day Low Price

At the heart of Aldi’s offering is the Every Day Low Pricemodel: an approach that frees customers from constantly chasing offers and makes value simpler, more transparent and more enduring over time. This model is based onefficiency. The international scale of the Aldi Group and its experience in highly competitive markets make it possible to optimise purchasing, processes and the supply chain. Every choice has a precise objective: to eliminate unnecessary costs and pass value on to consumers.

In this process, Italian suppliers represent a fundamental element. Aldi works with companies that share the same vision in terms of quality and reliability, the ability to innovate and attention to supply-chain sustainability . In return, it offers continuity, planning and tangible growth opportunities, also through access to the Group’s international markets.

Private label

For Aldi, private label is the main vehicle through which to build trust, communicate its idea of quality and make the best of Italy’s production tradition accessible every day.

The private labels, which today account for more than85% of the range, are the retailer’s flagship, through which it offers customers a high-value proposition without compromise, directly controlling quality, recipes, packaging, innovation and the supply chain.

This approach is based on strong, long-lasting relationships with suppliers, who are considered true strategic partners. Approximately of the80% food offering comes from Italian companies, a distinctive feature that strengthens the connection with the local area and highlights the country’s production excellence.

Stores

The stores are at the heart of the change. New merchandising and the reorganisation of the space have made the shopping experience smoother, clearer and more intuitive, meeting customers’ actual needs.

The change is visible from the entrance, where the fruit and vegetable department takes on an even more central role. A dedicated display highlights a selection of products of the moment offered at particularly competitive prices, while the first aisle immediately guides customers towards the essential categories of Italians’ everyday shopping: eggs, pasta, oil, sauces and other essential products. Non-food also takes on an increasingly central role, with greater visibility and a more prominent presence in the central part of the store.

Thanks to these measures and the low-prices-every-day formula, Aldi reaffirms its commitment to safeguarding what really matters: the final price for the customer.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.