ALDI Essentials by ALDI

Aldi Essentials or as it’s named in Chinese, 超值 (Chinese for great value) is Aldi’s first value range only available in China. The range covers products from dairy, meats, snacks, to personal care and home care. Aldi wanted to make a bold statement to remind China of its international proposition: MORE FOR LESS. The Essentials range represents absolute price leadership in China. The project was a tall order—the ALDI leadership team had 3 months to make it happen. The first wave of the Essentials line featured about 80 SKUs of essential items for Chinese consumers. These items were created to drive price leadership image and offer absolute price points matching Aldi’s competitors like Hema.