Aldi is drawing up plans to introduce tiered - ‘good, better, best’ - own label ranges as part of a push to widen its appeal.
The move will be the next phase of an initiative that has seen the discounter increase the number of lines it stocks from about 1,100 to 1,350 in the past 18 months.
“We’ve been keen to focus on the gaps in our range, particularly in the fresh area,” said Tony Baines, MD of corporate buying at Aldi UK.
“We have a couple of very important strategic relationships with British-sourced beef and increased our SKU count in other areas like fresh milk. Previously we only had four-pint SKUs of milk and we’ve added six-pint, one-pint and two-pint SKUs to that. What we are trying to do now is tier our ranges along the lines of ‘good best and better.”
The new direction for Aldi was revealed as its shoppers were identified as second only to Waitrose’s in their loyalty to the fascia, in a supermarket customer loyalty league table compiled for The Grocer. Aldi shoppers were more likely to recommend the retailer for ‘good quality products at good prices’ than any other supermarket customers.
“Lidl is growing at 10% to 12% while we have got growth of 40% to 50% - some of that is down to the recession, the rest is down to what we are doing differently,” said Baines. “The fundamental Aldi principles are definitely striking the right chord with our customers.”