Amaroy (Aldi/Hofer) Coffee

Amaroy is a prominent private-label coffee brand exclusively sold by the international discount retailer ALDI. The product shown includes the 'Hofer' logo, which is the branding used by ALDI in Austria and Slovenia. According to the packaging details, the coffee is roasted and packed at Hockenheimer Strasse 169 in Germany, a location associated with ALDI's internal coffee roasting facilities (NewCoffee GmbH & Co. oHG).

The brand's history is deeply rooted in the expansion of ALDI's product portfolio to offer high-quality staples at lower prices. While the coffee beans are sourced globally from major coffee-producing regions, the final processing and packaging are centralized in ALDI's industrial roasting plants in Germany. As an own-brand, Amaroy is owned and managed by the ALDI group, with the ultimate ownership split between ALDI Nord and ALDI Süd depending on the region, both headquartered in Germany.