Aldi is launching a new organic range of products as it further expands into different sectors.
The discounter has enjoyed huge success in recent months gaining market share on some of the more traditional supermarkets and now it is releasing what it claims are affordable organic products from January 1st. Aldi believes that its latest initiative will help customers save 25 per cent on their normal British organic basket, putting further pressure on its rivals.
Aldi's first-ever organic range is a bid for the discounter to offer more upmarket products and came from customer feedback. Tony Baines, Aldi's joint managing director of corporate buying, explained that shoppers want organic products at a price they can afford on a regular basis. He added that this move would mean shoppers could do an entire weekly shop at Aldi knowing they were buying "the best quality products at everyday low prices".
Alongside the organic expansion Aldi is committed to 'aspirational product line launches'. In the run-up to the Christmas period, the discounter will be releasing caviar, costing £9.99 for 20g, as well as premium products such as dressed crab, fresh lobster, scallops, rib of beef and whole goose, providing all the essentials for the perfect Christmas dinner.
Commenting on the ongoing price wars in the UK, Julie Palmer, partner and retail analyst at Begbies Traynor, said: "UK consumers are more aware than ever of the low prices available at Aldi and Lidl.
"The German discounters' focus on simpler product ranges and successful own-label products means that, regardless of the ongoing price war, they can continue to lead on price while perfectly matching what shoppers now demand from their weekly shop."
While Aldi is flourishing, the more traditional supermarkets are continuing to struggle. Tesco announced today (October 23rd) that its chairman Sir Richard Broadbent was leaving the retailer. It added that its profits in the first half of the year were overstated by £263 million, a revision of the £250 million from September.