Aldi boosts luxury offering


German supermarket chain Aldi has launched a new range of gourmet food, in a bid to satisfy the influx of middle-to-higher income shoppers it grabbed from traditional ‘Big Four’ supermarkets, as well as higher-end retailers such as Waitrose.

The discount retailer has increased it luxury food offering food offering by 17 per cent, after sales of its premium ‘Specially Selected’ line doubled in the last year.

New products include Aberdeen Angus 30 day aged sirloin steak, lightly smoked salmon fillets and specialist deli counter meats such as salami and chorizo, all of which The Mirror compared favourably with similar lines at Waitrose and some of which were cheaper by up to 50 per cent.


With sales rocketing some 22.6 per cent year-on-year, according to figures from market analysts Kantar Worldpanel. Aldi has also added to its everyday food range, with an increase of 11 per cent over the last quarter, as it continues to adopt a two-front strategy which has seen its market share jump to 4.8 per cent, just behind Waitrose on 5.1 per cent.

Commenting on the launch of the new range, director of corporate buying at Aldi, Tony Baines, said, “The launch of these new lines shows you can now buy your basic weekly shop at Aldi, but also premium food items, to really add a little bit of luxury to your everyday meals.”

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