Middle classes flock to Grocer of the Year...Aldi
It used to be that in the UK, Aldi signified social malaise, and if one appeared in your area, it meant you lived in a sinkhole of despair. It was the place you went if you had spent all your money in the bookies and you needed a bucket of broken Polish biscuits and a bottle of High Commissioner whisky to cheer yourself up.
But now Aldi has been named Grocer of The Year by Grocer Magazine and times are a changing. It’s an extra boost for the supermarket, which has slowly been gaining cult status amongst the middle classes, who flock there to buy cheap Parma ham and olive oil and really VERAY good wines.
Sales are up 31.5%, meaning that cheap and cheerful Aldi is flexing its muscles with the big boys like Tesco, Asda and Sainsbury’s, and looking set to overtake them, too.
And after receiving a raft of gold medals from The Grocer for their products, beating the fancy shops hands down, it seems that there’s no reason why Jocasta and Archie Dicknose shouldn’t sully their hands by entering an Aldi and buying up all the award-winning lemon and mascarpone cheesecake.
But how will this affect the bastion of middle classness that is Waitrose? Will they start stocking cut-price Bratwurst and piling all their stuff up on palettes with LOOK! 99p! written on them?
And once the Boden-clad hoardes have nicked off with all the parmesan, will there be any food left in Aldi for us joggy bottomed peasants?