Aldi lowers price of fruit and vegetables

Aldi has lowered prices on a range of fruit and vegetables with over 50 items falling in price by an average of seven per cent.

The discount supermarket said this new round of price cuts represents around a quarter of its produce range. including berries, apples and ready to eat salads.

The move comes after the retailer announced two sets of price cuts earlier this year. The company invested more than £30 million in lowering its prices last month, with reductions on around 100 product lines.

“This year we’re aiming to cut more prices than ever before – helping our customers access the lowest prices possible,” said Julie Ashfield, managing director of buying at Aldi. “At Aldi we are committed to making healthy and varied diets affordable for all – with many customers often coming to us for our low prices but staying for the award-winning quality.”

Several other UK supermarkets have also announced price cuts since the start of the year.

Earlier this month, Waitrose lowered the prices on over 200 lines of its own brand products, with prices dropping by an average of eight per cent. The supermarket said the decision is part of a £30 million investment and follows a similar move last year.

Last month Marks and Spencer revealed it was lowering the cost of around 65 products by an average of six per cent and extending a price lock on over 100 popular products until after Easter.

At the beginning of the year, Asda said it would be lowering the prices of around 287 products to regain market share from Lidl and Aldi. Prices were reduced by an average of 17 per cent and included products such as cheese, bread, breakfast cereals and rice.

Share Story:

Recent Stories

The Very Group
The Very Group transformed range and assortment planning using Board.

Watch the full video

Smarter merchandise planning across the retail value chain
In this webinar, Matt Hopkins, Head of Retail Solutions, Board, Catherine Tooke, SVP Product & Planning, Sweaty Betty, and Subir Gupta, Managing Principal, Thought Provoking Consulting join Retail Systems Editor Jonathan Easton to discuss the findings of the recent Retail Systems report The Merchandise Planning Challenge: How are retailers harnessing technology to optimise planning and retain customers? and examine the innovations that are improving retail planning.