Aldi CEO urges consumers to ‘change their supermarket, not their lifestyle’

Aldi UK boss Giles Hurley has written to customers addressing the rising cost of groceries across the UK by reaffirming the discount supermarket’s price promise as he urges consumers to ‘change their supermarket, not their lifestyle’.

In a letter which went out earlier today, Hurley acknowledged that “the cost of everyday life is rising for everyone”, referring to the record levels of inflation which are contributing to the current cost-of-living crisis.

Aldi bosses have previously promised to deliver the lowest prices “no matter what”, recognising that families are prioritising household budgets in the face of rising living costs.

Hurley’s statement was designed to reassure customers that “Aldi is more committed than ever to [its] long-standing price promise to [its] customers”.

“That’s why every time you shop with us you will find amazing Aldi prices – not just on a handful of products each week,” he said.

Read more: Morrisons and Asda lose market share as consumers turn to Aldi and Lidl

The supermarket included price comparison data from a number of sources including The Grocer and independent consumer group Which?, which earlier this year named Aldi as Britain’s Cheapest Supermarket for 2021.

Hurley went on to highlight that shopping at Aldi could mean making a saving of between £7 and £27 on a typical basket of everyday essentials.

“With everyone looking at ways to save, our message to you is clear,” Hurley said, adding that millions of shoppers have already switched to Aldi this year.

“Why pay a premium at a more expensive supermarket when you can get award-winning quality products for low prices at Aldi? It’s why we’re encouraging people not to change their lifestyle, but instead change their supermarket.”

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