Aldi is pumping £7m into a round of price cuts and trialling a new UK store footprint in a bid to broaden its appeal.
Prices will be slashed by up to a third on more than 15% of products at the hard discounter's 268 UK stores in a campaign supported by 20 weeks of ads in the national press, seven million leaflets and instore PoS.
A simpler, brighter design and layout is also being piloted at an Aldi store in the West Midlands. A spokeswoman said it aimed to tackle the chain's downmarket image and build on recent successes in new product development by providing a more pleasant shopping environment.
"A huge amount of work has already been done to remove clutter and make our stores more user-friendly, but a lot more still needs to be done to make them more attractive. We are aiming for a more aspirational feel to attract a wider audience."
Aldi has won plaudits recently for product development in wine and ice cream. Last year it introduced a healthy eating range, Balanced Lifestyle, which has performed "exceptionally well".
More products, including bread and some fresh produce, are now being sourced locally following decentralisation of some buying functions to the company's five UK distribution centres, the spokeswoman said.
Aldi has been growing slowly but steadily in the UK and is looking for new sites with a catchment population exceeding 10,000, she added.