Aldi’s chief executive has committed to offering the UK’s lowest-priced Christmas dinner for families this festive season.

The discounter plans to beat its rivals on pricing a traditional Christmas dinner to help customers with costs amid the changes from the Autumn Budget.

Giles Hurley, CEO of Aldi UK and Ireland, said: “Shoppers are anxious about how the Budget may affect their finances, and many families have been cautious about spending.

“We want to take the guesswork out of affordability by locking in the lowest prices now – whatever cost pressures come our way – on Christmas dinner veggies, turkey and the trimmings to make Christmas as affordable as possible.

He added: “Being the cheapest for shoppers doesn’t affect the fair prices paid to our suppliers. The discount is our commitment, at our own cost.”

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The announcement comes as recent research by OnePoll revealed that 30% of families are planning to shop earlier to spread the cost.

Additionally, nearly a quarter (23%) of shoppers are reducing the number of products in their basket.

Aldi’s CEO reinstated the supermarket’s commitment to offering the lowest prices during the festive season to reduce overall costs for families.

Giles continued: “For most people, the only budget that matters is their own – what they can actually afford to spend this Christmas.

“We’re already the UK’s cheapest supermarket – and have been for four years – but this promise gives our customers complete confidence that they’re getting the very best value on everything they need for their festive feast – this Christmas and every Christmas to come.”