Is this the most epic private label brand fail ever?

Although there's no direct connection between Aldi stores here in the U.S. and Trader Joe's (the two chains are owned by two different branches of the Albrecht family, in Germany) regular readers will know that I am a fan of Aldi, too.

There's lots to love about this hardscrabble supermarket concept, and some great values to be had here.

But, oh my God, do they ever have some epic fails. Aldi's clearly been cutting costs in their in-house branding and packaging group, and must have fired their last writer. What other explanation could you possibly come up with for this epic brand fail?

Yes, Aldi's take on a Monster Energy or Red Bull-style energy drink is called... Gridlock.

Can you imagine a worse image for an energy drink? (Suggestion: 'Blackout'.) Or, for that matter, can you imagine anything worse than being stuck in actual gridlock, while hopped up on this shit?