Aldi is encouraging shoppers to Buy British produce by slashing the price of its home-grown strawberries in stores.

The discounter is cutting the price of its Nature’s Pick strawberries by 20% for two weeks from today (24 April) until 7 May.

The supermarket said that it will be footing the bill for the promotion, meaning that farmers won’t be paid any less. Aldi expects sales to soar by 40%.

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Aldi UK chief commercial officer Julie Ashfield said: “We work closely with British growers all year round to be able to provide our customers with great quality produce at unbeatable value.

“It’s thanks to our strong, long-term relationships that we can bring even better value to shoppers this spring, offering the very best of British strawberries at a standout price earlier than ever.”

Earlier this month, Aldi met its commitment to increase spending with British suppliers a year earlier than it set out to. 

In 2020, the discount grocer pledged to spend an additional £3.5bn a year with British suppliers by the end of 2025. However, it has already surpassed this target, spending more than £14bn with UK businesses in 2024.