Dive Brief:

• Aldi is launching an all-natural and organic foods brand called SimplyNature.
• The brand will include simple foods like cereal, honey, fruit bars, apple juice, pasta sauce, and snacks.
• The company is also continuing to increase its fresh produce and now has several organic items among its 70 varieties of fresh fruits and vegetables.

Dive Insight:

Catering to consumers who want foods with all-natural and organic ingredients is a smart move for Aldi, which has already gained a reputation for its low prices. The move should enable it to better compete with pricier counterparts like Trader Joe's and Whole Foods — which can only help it as it continues to increase its presence, with an average of 80 stores added annually over the past few years.