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Archive for April, 2015

Brands at the Aldi Crossroads

Posted on: April 21st, 2015 by Will Carter

What is different about Aldi and Lidl is that they have brazenly attacked iconic brands where private label has previously feared to tread, and they’ve done it by creating proprietary brands of their own, sometimes known as Phantom Brands, but on a cost structure that represents the leanest of lean private label supply chains. This leaves brand owners at a crossroads of Aldi/Lidl-related decisions as challenging as those being faced by the UK’s big four multiple grocers themselves.