From a cheeky St. Patrick’s Day posts to “Hannah Montana” memes, Aldi sure has been revamping its image on social media.

But could the global discount supermarket chain also be trying to rebrand its stores in real life? Or is it playing an epic, multi-day April Fools’ stunt?

On Sunday, March 29, the Aldi official Instagram account shared a post that read “Breaking: Aldi to embrace midwest roots with rebrand to Aldi’s.”

The post featured a photo of an Aldi store with updated signage that read “Aldi’s.” In the caption, the account wrote: “Exciting news! More info coming this week. #ALDIs.“

The chain was seemingly referencing an oft-discussed phenomenon where people add an “s” to the store’s name—a habit usually associated with the Midwest.

A Reddit post from 2024 highlights this quirk. “Why do people say aldis when it’s just Aldi (no s at the end)” asked one user.

The top response explained: “I’m from ohio and this is something most people i know do. not just to aldi, but also to kroger, jcpenney, etc. it’s common in the midwest from what i’ve heard.”

Since posting about the potential name change, the brand has doubled down on the “Aldi’s” posts. One post included an image of an airplane in the sky pulling an “Aldi’s” banner that appeared to have been either photoshopped or AI-generated.

The store also shared a meme carousel where every slide played on the word “Aldeez.” In one graphic, a raccoon is pictured holding an Aldi reusable shopping tote with the caption: “Just got Aldeez groceries.” Another image simply read: “You can’t spell without Deez.”

In the comment section, followers sang praises to the brand’s marketing team. “I’m obsessed with whoever’s been running this account for the last few weeks. Elite content,” read one comment. Another user wrote: “Lmfaooo who’s running Aldis IG page lol.”

However, others were skeptical of the claim that a permanent name change was imminent.

“When the IG handle changes I know it will be for realz!! Aldis for the win!,” said one user, followed by a heart-eye emoji.

Others remained loyal to the brand’s name. “Just Aldi!!!” read one comment. Piggybacking on, another user agreed: “Omg!! Yes!! I cringe (and all the Germans probably too).”

A third comment just read: “Please don’t add the S!! I hope this is just days long April fools! I will still call it Aldi either way.”

With April Fools’ Day arriving Wednesday, the supermarket chain will likely soon reveal whether this is a permanent name change or just the ultimate prank.

It is worth noting, however, that Aldi was founded in Germany by brothers Karl and Theo Albrecht in 1946. Despite the marketing team’s claims, there are no “midwest roots” for the discount grocer to embrace—making this “rebrand” almost certainly a masterful prank.

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