Aldi has emerged as a fast-growing grocery chain in the U. S. from its entry into the U.S with its first store in Iowa in 1976. The company attributes success to low prices through private label brands and consumer convenience derived from shopping in small-format stores. The company planned on opening 120 new stores in 2023 bringing their total to 2,400 locations and 26 regional distribution centers by year-end. In the event Aldi acquired 400 Winn-Dixie and Harvey’s stores in August, many of which will be converted to the Aldi banner.   

According to The Wall Street Journal, average Aldi stores carry 1,700 SKUs compared to over 30,000 in conventional stores. Dave Rinaldo, President of Aldi in the U. S., stated that a small selection of necessary products allows the company to negotiate favorable prices with suppliers with the savings passed on to customers. Private brands include Simply Nature, Deutsche Kuche and LiveGFree