Aldi is to take on premium ready meal brands with the launch of its own Specially Selected lineup.
It will roll out on 27 September in three chilled variants for two people – “inspired by the Charlie Bigham’s ready meal range” according to the discounter. “Aldi’s new additions taste just as good, but can be enjoyed at a fraction of the price.”
The new trio, containing 100% British meat, comprises Macaroni Cheese with Pancetta (£3.99), Beef Stroganoff with Rice, and Beef Bourguignon (£4.89). All packs are 800g.
The new Specially Selected ready meals were “another example of Aldi’s continued commitment to offering premium quality products at amazing low prices, allowing customers to make substantial savings on luxury equivalents without having to compromise”, said Julie Ashfield, joint managing director of corporate buying at Aldi UK.
The launch comes days after Spar announced it would add three premium products to its ready-made meal range. Fish pie, lasagne al forno and cottage pie will cost £4 each or two for £7, and be on sale from 5 October
Own label ready meals, particularly premium ranges, have stolen share from brands in both chilled and frozen, with the category as a whole having added 1.2% last year in take-home value sales – the equivalent of £37.5m [Kantar Worldpanel 52 w/e 6 November 2016].