Consumers are struggling to put food on the table these days. And it’s easy to see why. 

In May, grocery prices rose 2.7% on an annual basis, according to the Consumer Price Index. And as food prices continue to strain household budgets, more shoppers are turning to discount grocers in search of value. 

Few retailers have benefited more from that shift than Aldi, the Germany-based supermarket chain that’s built a loyal following by offering lower prices than many traditional grocery stores.

The company’s growth plans suggest consumer demand remains strong. 

Aldi recently confirmed plans to add more than 225 new stores in 2026 as part of what it described as the largest single-year expansion effort in its history. The aggressive growth strategy comes as inflation-weary shoppers continue to seek ways to stretch their budgets without sacrificing quality.

But Aldi’s latest move shows the retailer isn’t just competing on price. It’s also making a play for health-conscious consumers by improving the ingredients found in its private-label products.

Aldi removes artificial colors, preservatives from house brand products

Aldi recently revealed that it’s eliminating an additional 44 ingredients from products sold under its exclusive brand. 

The retailer said the move builds on a long-running effort to simplify ingredient lists and remove additives that many consumers prefer to avoid. 

Related: Costco grows big advantage over Sam’s Club

Aldi’s “Never Any!” and private-label products have helped differentiate the chain from competitors, Supermarket News reported. The company says it’s focused on selling products made with ingredients shoppers can feel good about purchasing.

The newly removed ingredients include a variety of artificial colors, preservatives, and other additives that have drawn increasing scrutiny from consumers seeking cleaner foods. Aldi said the changes will affect products across multiple categories and are part of its broader commitment to transparency and quality.

“At the heart of our private label products is a commitment to listening to our customers and continually improving the products they bring into their homes,” said Aldi Chief Commercial Officer Scott Patton. 

“Based directly on customer feedback, we are proud to take meaningful steps to make it even easier for families to fill their carts with confidence by delivering simpler ingredients while continuing to provide the quality and value they expect from Aldi.”

Private-label products account for roughly 90% of Aldi’s assortment, the company confirmed, giving it significant control over ingredient standards compared with traditional grocers that rely heavily on national brands.

That control has allowed Aldi to make positive changes across its product lineup while maintaining its value-focused pricing strategy.

Aldi said artificial colors and preservatives are among the 44 ingredients it will remove from its store-brand products.

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Aldi adopts strategy that helped Sam’s Club stand out

Aldi’s ingredient overhaul mirrors a strategy that recently helped Sam’s Club strengthen its private-label business.

Earlier this year, Sam’s Club shared that its Member’s Mark brand had achieved a major milestone — 100% of food and beverage products now meet the retailer’s “Made Without” standards. 

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The program eliminated a list of ingredients that many shoppers seek to avoid, including certain artificial colors, flavors, and preservatives.

Sam’s Club described the achievement as a new standard for private brands in the retail industry. The strategy is designed to address a growing consumer preference for simpler ingredient lists and greater transparency in food production. 

While value remains a top priority for shoppers, many consumers are increasingly looking for products that balance affordability with perceived quality and wellness benefits. Aldi’s latest announcement suggests the retailer sees a similar opportunity.

By removing additional ingredients from its exclusive brands, Aldi is reinforcing the message that shoppers don’t have to choose between lower prices and higher standards. The move allows the retailer to appeal both to budget-conscious consumers and shoppers who are paying closer attention to what’s inside the products they buy.

If Sam’s Club’s success with its “Made Without” initiative is any indication, Aldi’s latest move could further strengthen its appeal at a time when consumers are more selective than ever about where they spend their grocery dollars.

Related: Aldi expands to key area Costco can’t get into