Discounter aims to reinforce its commitment to being the lowest-priced grocer
Aldi has pledged to “cut more prices than ever before” in 2024 as it doubles down on its commitment to never be beaten on price.
The discounter has already invested more than £125m to reduce prices on around 500 products since the start of the year, representing around a quarter of its range and around a third of its fruit and veg.
It has now pledged to continue cutting prices across a wide range of products wherever possible throughout the rest of the year, and to beat the £380m invested in price cuts during 2023.
Aldi pointed out that last month, consumer group Which? named it the Cheapest Supermarket for February, with a basket of goods costing over £20 less at Aldi than at the average traditional big-four supermarket.
Giles Hurley, chief executive at Aldi UK and Ireland, said: “We know that shoppers remain under pressure from the cost of living, which is why we remain laser focused on offering the lowest possible prices.
“We are investing more than ever before in lowering prices, and we will continue to do whatever it takes to keep grocery prices as low as possible for the millions of customers that shop with us.”
