Aldi has led the pack on a reduction of strawberry prices as the heatwave led to a flush of produce.
The discounter reduced the price of its budget Everyday Essentials Wonky Strawberries (227g) to £1.19 on 3 June, a 13.8% year-on-year reduction. Other retailers promptly followed suit, with Tesco’s Rosedene Farms, Just Essentials by Asda, Morrisons Savers and Lidl’s Class II strawberries all price-matching Aldi within two weeks.
Yesterday (29 June) Aldi also launched a promotion of its mid-tier Nature’s Pick British strawberries for 99p (227g), a 39% reduction on the £1.58 punnet price last year. Aldi said the 99p promotion would run until the Wimbledon final on 12 July. It is also giving away strawberries at its Wimbledon store until Friday.
Aldi stressed its latest promotion was to drive sales during a period of peak supply, to minimise food waste and support British growers.
“As Britain’s biggest discounter, our focus is on offering customers the best possible value while building long-term, sustainable partnerships with British growers,” a spokeswoman said.
“We offer customers clear choice across a range of price points, while also responding to seasonal conditions and the availability of British produce. Price differences between tiers reflect different varieties, growing methods and production costs.”
At the premium end of the market, Aldi’s Specially Selected Ruby Red Strawberries (400g) retail at £2.85, down from £2.99 last year, while others have launched multibuy deals on their sweetest SKUs.
Sainsbury’s is running a three-for-two promotion on Taste the Difference berries, and Tesco a two-for-£4 Clubcard promotion on its Finest strawberries, with a £3.50 pre-promotion price.
Across 77 SKUs analysed by The Grocer, the average base price of strawberries has been flat at an average of £8.28 per kilo [Assosia 29 June 2026] compared to £8.30 per kilo a year ago.
When loyalty prices and multibuy promotions are factored in, the average retail price has dropped by 3.6% to £7.53 per kilo.
Nick Marston, chair of British Berry Growers, said: “As an industry body, we tend not to comment on the commercial pricing strategies of individual retailers. Pricing is for retailers to determine at their own discretion.
“However, we always encourage consumers to look at the exceptional value that British berries provide. Berries offer significant health and nutritional benefits compared to highly processed snacks available at a similar price.”
British strawberry season was delayed due to cooler spring temperatures. Growers said the slower ripening process would create a richer taste profile with natural sweetness.
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