ESSEN, NORTH RHINE-WESTPHALIA - Aldi is taking aim at middle class shoppers with the launch of a new range of organic produce offerings intended to increase the affordability the category. According to AOL Money, these new organic carrots, cauliflower, broccoli and onions could cost as little as 25% of their counterparts at rival retail locations.
"At Aldi we believe it's important for organic produce to be available to everyone,” shared Joint Managing Director of Corporate Buying Tony Baines. "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.”
With many families still sticking to thrifty budgets and living on slim paychecks, Aldi is hoping this move towards affordability will bring more people into its stores and, importantly for our industry, down the organic produce aisle. Prices for these produce items will range from 79p to £1.49, compared to rival prices which range on average from 85p to £2.45.
“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,” Baines elaborated to the Daily Mail. “This is why we've launched a 100% British organic range at an affordable everyday low price.”
In addition to beefing up the produce aisle, Aldi also shared that it will be increasing its core range of products by 11%, offering new options in fresh meat, convenience food, mother and baby, household and beers, wines and spirits.
According to AOL Money, the full line of new produce offerings will be in UK stores by January 2015.
Stay tuned to AndNowUKnow for future updates on Aldi and the UK retail industry.
