Discounter says fruit and veg have been key categories in its promotional strategy
Aldi has invested over £300 million in price cuts since the start of the year, the retailer has announced.
The discounter said it has reduced over 900 prices across its range in recent months, including fresh fruit and vegetables, bread, dairy and household essentials.
Aldi also pointed out that last week consumer group Which? again named Aldi as the cheapest supermarket, with a typical basket of goods coming in 14 per cent more expensive in its traditional big-four rivals.
Julie Ashfield, chief commercial officer at Aldi UK, said: “Rising inflation has meant many shoppers are understandably more conscious about where they spend their money. That’s why we’ve already invested more than £300mn in price cuts this year, ensuring Aldi customers continue to benefit from the very best value.
“We know how important the lowest prices are to our customers, especially as they prepare for Christmas, and we continue to offer significant savings compared to the full-price supermarkets.”
Aldi also confirmed it is opening an average of one new store a week between now and the end of the year.
