Aldi Rolls Out Premium Brand: Report

BATAVIA, Ill. — Aldi [1] stores in the U.S. will be replacing the company’s Grandessa Signature brand with Specially Selected, a premium house brand currently used at its stores in the U.K., a published report said Thursday.

Planet Retail said the change would begin next week. The Specialty Selected range comes in black packaging and offers “hand-picked” items of “exceptional quality,” according to Aldi. The range in available in England and Ireland includes olive oil, spices, honey and coffees; frozen desserts and ice cream; and specialty meats and cheeses.

A spokeswoman for Aldi, with U.S. operations based here, had no immediate comment.

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