People will be able to spot the difference almost straight away – and its happening soon
Aldi shoppers will soon notice that a certain type of food will look different from usual as it is getting a major makeover in all stores. The item has become popular with customers who enjoy indulging in a slightly healthier version without having to pay a fortune.
The discount supermarket has given its Specially Selected sourdough bread range a fresh new look, with brighter, more vibrant packaging designed to catch the eye and make it easier for customers to locate the loaves in-store. Moving towards paper-based packaging, the supermarket has made the switch to its Specially Selected White, Seeded and Dark Rye Sourdoughs.
Since the start of the year, sales of Aldi’s Specially Selected sourdough range have risen by 50%, driven by growing demand for premium loaves such as its Sourdough Bloomers. More customers are discovering that artisan-style bread doesn’t have to come with an artisan price tag.
The breads are sold in all Aldi supermarkets across the UK. To date, there are over 1,050 stores across most of the UK, with plans to continue expanding across England, Scotland and Wales.
The change not only refreshes the packaging’s look but also eliminates around 67 tonnes of plastic each year. Julie Ashfield, Aldi UK’s chief commercial officer, claimed the move would be “the right thing” for the planet.
She said: “Our Specially Selected sourdough is a customer favourite, and this packaging refresh makes it even better – giving it a brighter, more premium look that stands out on shelf. It’s another step in reducing plastic too, showing that great design can go hand in hand with doing the right thing for the planet, without compromising on quality or value.”
Priced at just £1.75 for a 500g loaf, Aldi’s sourdough is over a third cheaper than similar products at Tesco, Sainsbury’s and Asda, and 11% cheaper than at Morrisons. Aldi has also recently launched its Specially Selected Toasting Loaf, featuring the same paper-and-film packaging combination, which is now available in stores nationwide.
Sourdough bread is a type of bread made from a sourdough starter, a fermented mixture of flour and water that contains wild yeast and bacteria, instead of commercial yeast. This slow, natural fermentation process gives the bread its characteristic tangy flavour and slightly chewy texture, as well as making it more easily digestible for some people.
In other Aldi news, shoppers have just a few days to enter a competition being run by the supermarket for a one-of-a-kind engagement ring. It comes as the annual Christmas advert campaign features the love story between festive mascots for the UK’s cheapest supermarket – Kevin and Katie Carrot.
The rings, crafted in partnership with British jeweller Jessica Flinn Fine Jewellery, each feature a carrot-shaped orange cubic zirconia and two marquise peridot accents, a tribute to Kevin’s leafy top. To be in with a chance of winning the limited edition ring, send an email to carrotring@aldi. co.uk with your full name, your festive proposal plans and why Aldi’s ‘Carrot’ ring is the perfect choice for your partner, along with your preferred ring size.
There are three sizes, including small (15.6mm), medium (17.2mm) and large (18.8mm). The competition runs from November 5 to 19. Full terms and conditions can be found here.