Award-winning TV chef Phil Vickery has joined forces with discounter Aldi to tackle the effects of the credit crunch on the nation’s eating habits.

Vickery will be working with Aldi to bring simple, restaurant-quality food to customers at prices that will not break the bank.

To mark the start of the long-term partnership, Aldi commissioned research into how the nation’s eating habits have changed over the last six months.

The retailer found that one in five Brits are now cutting down on quality in a bid to save money.

The research also showed that half of Brits are now actively trying to spend less money on grocery shopping and 45 per cent are starting to take packed lunches to work rather than buying ready-made food in a bid to beat the credit crunch.

The family favourite chef will star in Aldi’s TV advertising campaign as well as inspiring families to create simple, easy-to-cook, restaurant-quality dishes at home via weekly recipes and a series of podcasts.

Aldi has introduced 40 additional products recommended by Vickery to ensure customers can pick up all the ingredients required to create his dishes in store. He is also providing advice on potential new products.

Vickery said: “It’s all about keeping it simple. People tend to over-complicate cooking, which is one reason convenience foods are growing in popularity. As a family man I understand there are times when convenience is necessary, but I also want to show that it is possible for families to regularly cook tasty dishes that offer real value.

“With everyone’s purse strings tightening, Aldi offers a genuine alternative to sacrificing quality for low cost. I have been surprised by the quality of the food on offer.”

Paul Foley, managing director of Aldi UK, said: “Phil was the obvious choice for us; the nation recognises him as a down-to-earth chef who upholds family values and advocates simple, good food over unnecessary frills, without compromising on quality. They are the values that Aldi champions.”

The first Aldi TV advert starring Vickery will air nationwide on September 15.

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