Simplicity is at the core of the Aldi shopping experience: This store has only five aisles.

Aldi’s store in St. Charles, Ill., was remodeled to the retailer’s latest format last year.

CEO Jason Hart said Aldi’s grocery retail formula differentiates the chain from competitors.

With its product expansion, Aldi is expanding its fresh food selection by 40%, including produce.

Twenty percent of stores’ products will be new compared with a year ago.

Aldi affixes blue tags to shelves to highlight new items to customers.

Scott Patton, VP of corporate buying, said Aldi has identified “convenience, fresh and healthy” as key food trends.

The addition of more fresh produce also has included more organic fare.

“Aldi Finds” spotlights products in stores for a limited time and is designed to keep shoppers coming back to see what’s new.

With salmon and other seafood and meats, Aldi emphasizes its commitment to fresh product.

Aldi offers one of the nation’s largest selections of private-label milk alternatives.

With about 90% of its offerings private label, Aldi holds the bar high for product quality.

Aldi’s Kates Wenzel led a tour of the company’s product test kitchen.

Products sampled included items from Aldi’s SimplyNature (natural/organic), LiveGFree (gluten-free) and Specially Selected (gourmet specialty food) brands.