Aldi CEO Matthew Barnes

Aldi CEO Matthew Barnes says the discounter has added more than 150 new products to its Specially Selected range 

Aldi is predicting its premium Specially Selected own-brand range will reach £1bn in 2018.

The discounter said sales of Specially Selected had already soared by 32% this year and sales were expected to hit £800m by the end of December.

Should it reach the £1bn mark next year, this would represent a further growth of 25%.

Aldi said the growth was down to an increasing numbers of shoppers trading out of more expensive food retailers.

“Millions of shoppers are buying our Specially Selected products every week because they know they match or exceed the quality of the very best ranges sold by our more expensive competitors,” said Aldi UK & Ireland CEO Matthew Barnes.

“The momentum we have generated this year means we’re on track to have our best-ever Christmas. Aldi is increasingly becoming the first choice for many more shoppers looking for luxury and indulgent seasonal products.”

The range comprises 584 products this year, which include seasonal special lines stocked for limited periods.

It has added more than 150 new products to its 400-strong festive range include Specially Selected British Sirloin of Beef with Porcini, Shallot & Truffle Flavour Melt, and the Specially Selected Exquisite Vintage Pudding.