Aldi isn’t just trying to sell cheaper groceries. It may be changing what Americans believe a brand is actually worth.

More than 90% of Aldi’s products come from exclusive brands, and as private-label sales continue to grow across the U.S., shoppers are increasingly asking a simple question: why pay more just because a famous logo is on the package?

In this episode of Fortune & Fallout, we break down how Aldi’s unusual business model works — from quarter carts and self-bagging to smaller stores, limited selection, private labels, simplified stocking and an aggressive U.S. expansion strategy.

But the bigger story is what happens when customers stop trusting the manufacturer first and start trusting the STORE.

We look at:

• Why Aldi carries so many exclusive brands
• How fewer products can reduce complexity
• Why Aldi makes customers return carts and bag groceries
• Who actually manufactures private-label products
• Why store brands continue gaining market share
• Aldi’s massive U.S. expansion plans
• Why Walmart, Kroger and Target are building their own private labels
• The pressure private labels put on companies like Kraft Heinz
• The Mondelēz lawsuit involving Aldi packaging
• Why competitors can copy pieces of Aldi — but not necessarily the entire system
• The biggest risks that could eventually slow Aldi down

Aldi may not be killing brands.

It might be doing something even more important:

Turning Aldi itself into the brand.

💬 What store-brand product have you switched to and never looked back from?

And what famous brand is completely untouchable in your house?

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