Aldi has laid claim to investing more than £300m in price cuts since the start of year, reaffirming its promise to be cheaper than rivals.
The discounter has reduced more than 900 prices across its range in recent months, including fresh fruit & vegetables, bread, dairy and household essentials.
Aldi beat closest rival Lidl by 16p on a basket of 33 items in the The Grocer’s ‘Super 33’ survey of seven supermarkets in July. The total cost at Aldi was £57.19, compared with 57.35 at Lidl. Aldi was £2.95 cheaper than Tesco, the cheapest of the five traditional supermarkets in the survey, and £24.70 cheaper than Waitrose, the most expensive.
“Rising inflation has meant many shoppers are understandably more conscious about where they spend their money,” said Aldi UK chief commercial officer Julie Ashfield. “That’s why we’ve already invested more than £300m in price cuts this year, ensuring Aldi customers continue to benefit from the very best value.
“We know how important the lowest prices are to our customers, especially as they prepare for Christmas, and we continue to offer significant savings compared to the full-price supermarkets.”
Aldi is also opening an average of one new store a week between now and the end of the year. Its UK store estate currently stands at about 1,050 stores, and it aims to eventually have 1,500.
No comments yet