Aldi goes all Waitrose- get your organic veg and caviar on the cheap
The current supermarket price war is leaving consumers a little bemused. While the supermarkets scrap about it amongst themselves, customers slip quietly in behind their backs and buy our jammie dodgers and toilet duck for 4p less than we did last week. But now it seems the supermarkets are morphing into each other, with Aldi the latest, and perhaps most surprising supermarket to announce that it’s gone all Waitrose.
That’s right, to reflect their changing customer base, Aldi bosses have decided that Aldi is going to be the new go-to place for trendies and hipsters to get their organic food, with shoppers looking at a 25% saving on current supermarket organic prices.
The new vegetable range will include potatoes, cauliflower, broccoli, carrots and onions and the supermarket will also introduce new fresh meat ranges, convenience foods and drinks, expanding their total product ranges by 11%.
Aldi Corporate Buying MD Tony Baines said “We know our shoppers want to buy more organic products, but price is often the reason why it’s not a regular purchase. This is why we’ve launched a 100% British organic range at an affordable everyday low price.”
And that’s not all. This year you can also get a totes posh Christmas at Aldi, with a range of ‘aspirational’ products going on sale, including lobster, goose and, at £9.99 for 20g, caviar. That’s proper snooty that.
So if Aldi is turning into Waitrose, and Sainsbury’s is turning into Asda (although why they would give the good news of lower prices before the bad news of decimating the Nectar card is anyone’s guess), have the German discounters completed a successful coup in the aisles? After all, if you’ve been lured in, why would you ever think to leave and shop somewhere else now…?