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UK: Aldi boss writes to customers reiterating value promise as inflation bites

Discount Retail Chain Aldi UK and Ireland (German family owned) CEO Giles Hurley has reiterated the discounter’s value promise amid the cost of living crisis. Hurley has written directly to customers citing recent price analysis in the Grocer 33 as evidence of the savings to be found at Aldi compared with the big four and Waitrose.

“The cost of everyday life is rising for everyone, but I want to reassure you that Aldi is more committed than ever to our long-standing price promise to our customers,” he wrote.

“That’s why every time you shop with us you will find amazing Aldi prices, not just on a handful of products each week. “Don’t just take my word for it, take a look at our latest appearance in price analysis from The Grocer magazine.” Aldi was guest retailer in the Grocer 33 on 19 March. The discounter came out 12% cheaper than runner-up Asda and 34% cheaper than Waitrose.

“That’s a saving of between £7 (US$8.7) and £27 (US$33.7) on a typical basket of 33 everyday essentials at Aldi, these differences could really add up over the course of a year,” said Hurley. He added: “With everyone looking at ways to save, our message to you is clear. Why pay a premium at a more expensive supermarket when you can get award-winning quality products for low prices at Aldi? It’s why we’re encouraging people not to change their lifestyle, but instead change their supermarket. “Millions of shoppers have already switched to Aldi this year and we appreciate every single customer that visits our stores.”

Latest Kantar data shows Aldi was the fastest growing supermarket in the 12 weeks to 17 April, with sales up 4.2%, closely followed by Lidl at 4%. More than one million extra shoppers visited Aldi and Lidl over the 12 weeks compared with the same period last year, boosting Aldi’s market share to a record 8.8% and Lidl’s to 6.6%.

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