ALDI LIVEGFREE

A FRESH TAKE ON GLUTEN-FREE

Seeking to increase specialty brand offerings, ALDI collaborated with Kaleidoscope to deliver a fresh take on the gluten-free category through insights, strategy and packaging design. Gluten-free foods suffer from the perception that the product is boring and lacks taste in addition to the fact that gluten free is treated as a marketing tool like “low fat” or“sugar free”. Design exploration focused on a packaging concept that honors taste and freedom—a big part of the gluten-free consumers’ language. In six months, the initial launch line was identified, sourced and implemented. With the launch of liveGfree in May 2014, ALDI was able to gauge consumer interest in the brand without trading out space in aisle. Based on the strong sales and positive consumer feedback, ALDI has since doubled the number of products and overall sales.