WITH household budgets still squeezed, Aldi’s boss has made a price promise — to lock in prices on everything when it comes to families’ Easter dinner.
Giles Hurley said everything from chocolate eggs to lamb, hot cross buns and fresh veg will cost less at Aldi than its rivals so customers are guaranteed affordable celebrations.
He told Sun Money: “We know Easter is a special time for families to come together and enjoy a meal.
“That’s why we’ve guaranteed our prices will be the cheapest across all our Easter favourites so shoppers can plan with confidence.”
The supermarket chain is keeping prices low on dinner essentials including British pork loin joint (£3.75 per kg), British prime gammon joint (£3.99 per kg) and whole legs of lamb (£6.19 per kg), of which it expects to sell 200,000 units across the Easter weekend.
Aldi has confirmed it will not be beaten on the price of Easter veg, like carrots, parsnips and potatoes.
While more Brits are choosing to eat at home rather than at restaurants, they’re not settling for basic staples — with demand for Aldi’s premium Specially Selected range up 11 per cent in the past year.
Mr Hurley added: “We’ve been the UK’s cheapest supermarket for five years running — according to Which? — and that’s not changing.”
SUPPORTING BRITISH FARMERS
BRITISH farmers face the toughest conditions in decades, and they need our support now.
Last year, record drought and extreme heat cost farmers £800million in lost production.
Then came one of the wettest winters on record, with flooded fields destroying autumn crops and delaying spring planting.
Since 2020, three of the five worst harvests on record have taken place, leaving many farmers wondering if they can keep going.
As the National Farmers’ Union has warned, extreme weather is hammering both crops and income, adding to the already significant financial pressures. But there’s good news: spring is here, and with it comes fresh British-grown produce hitting the supermarket shelves.
This is our chance to show farmers we’re behind them.
At ALDI, we’ve always stood by British farmers.
Around 75 per cent of our sales come from UK-based suppliers, including family firms like WARRENDALE WAGYU and fruit growers like AC GOATHAM.
We have signed multi-million-pound, long-term contracts to buy their produce for years ahead.
Our goal is to secure at least half of our homegrown supply through long-term contracts by 2027. These relationships don’t rely on weather or profit; they are built for the future.
This gives farmers a steady income and it guarantees fair prices, enabling British growers to invest in their land and plan ahead with confidence.
We’re supporting the best of British through our Easter range including everything from hot cross buns to our Specially Selected British Beef Roasting Joint.
This Easter, as families sit down together, I’m asking shoppers to look for British where they can.
Choosing home-grown produce helps farmers to weather the storm and keeps our countryside thriving. Because when British farming succeeds, we all win.
