Lidl is redesigning the identity and positioning of Alesto, its dried fruit and nuts brand. The project includes new packaging, a refreshed visual style, and an omnichannel campaign, aiming to transform Alesto from a simple product brand into a recognizable brand in the healthy snacking segment.
The new positioning focuses on the concept of accessible premium: greater emphasis on quality, well-being, and transparency, without departing from the brand's value for money. The assortment includes natural or toasted nuts and dried fruit mixes, designed for different times of the day.
The relaunch is part of Lidl's global strategy for conscious nutrition. The brand aims to increase the share of plant-based protein sources to 20% of its total protein offerings by 2030, compared to the 2023 fiscal year. Within this framework, dried fruit occupies a key position due to its plant-based protein, fiber, and unsaturated fat content.
On a commercial level, the move confirms the increasingly evolving role of private label. Alesto is no longer used simply to control price, but to capture specific demand and compete with specialized industrial brands.
The new identity will be supported by communication focused on everyday situations, using a lighter, more pleasure-oriented language. Lidl thus seeks to combine nutritional credibility, recognizability, and affordability, strengthening its presence in the growing snack category.
