Aldi is ramping up its price promise and has pledged to outdo the amount invested on price cuts last year, despite already investing over £125m this year so far.
The discounter has already reduced the price of 500 grocery products, representing a quarter of its range and a third of its fruit and veg.
Yet in a bid to ‘never be beaten on price’, Aldi has now committed to beating the £380m invested in price cuts during 2023.
Aldi UK and Ireland chief executive officer Giles Hurley 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.
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“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.”
Aldi’s latest commitment comes as it revealed last week it will open 35 new stores across the UK as consumer demand for value prices increases.
The new locations are also due to create an additional 5,500 new jobs during 2024, which will benefit from Aldi’s highest entry level wage for storefront workers, after it raised pay last month as part of its wider pledge to ‘never be beaten on pay’.
