UK: Aldi makes play for middle classes with affordable organic range of produce
The first produce to be introduced to the store will include cauliflower, carrots, broccoli and onions, with prices ranging from 79p to £1.49, compared to other supermarket prices which currently range from 85p to £2.45.
Aldi will be introducing its organic range over the coming months with all being in place by January 2015.
The organic selection isn't the only new feature to the store with Aldi planning to sophisticate the supermarket further by extending their specially selected range.
The latest selection will offer customers even more premium luxury products, which have all been 'Specially Selected' for their outstanding quality, ingredients, provenance and recipe.
The latest expansion follows the ongoing success of Aldi's premium range which has seen year on year sales increase by 74 per cent. The new products include British Cold Pressed Rapeseed Oil at £1.99, Angus 30 Day Aged Sirloin Steak at £5.99, and Imperator Carrots at £1.29.
Joint Managing Director of Corporate Buying, Tony Baines, says that he has noticed a need for cheaper fresh produce as that on offer elsewhere is often out of the Aldi customers price range.
'Following customer feedback, we know our shoppers want to buy more organic products, but price is often the reason why it's not a regular purchase. This is why we've launched a 100% British organic range at an affordable everyday low price.'
Tony added that he wanted to do away with exclusive nature that so often comes with fresh and natural products.
'At Aldi we believe it's important for organic produce to be available to everyone. Our customers know we continuously work towards exciting them with our new offerings and that now, more than ever, they can buy their entire weekly shop at Aldi, safe in the knowledge they are purchasing the best quality products at everyday low prices. '
The new lines are being launched over the coming months, with all products to be in place by January 2015.
Source: dailymail.co.uk
