Aldi has launched a new ‘Best of British’ section on its website to encourage shoppers to buy more groceries made in the UK.
The dedicated webpage includes a wide selection of groceries such as meat, dairy and everyday essentials. It follows in the footsteps of Morrisons, which became the first UK retailer to offer a dedicated “Buy British” section last year.
Aldi claimed it is the current market leader in sales of British fruit and veg as it reported 80% of its total sales last year came from UK suppliers.
The discounter’s UK managing director Julie Ashfield said: “Our Best of British webpage aims to give our customers the chance to navigate British products more easily whilst supporting the thousands of local suppliers that we work with.
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“We are proud to champion so many British suppliers and they are at the heart of our success, allowing us to offer our customers great British quality at the best possible prices.”
Discounter rival Lidl has also revealed a £70m investment into supporting UK root veg farmers through new long-term contracts.
The supermarket said the new agreements, which can last up to three years, are designed to provide stability and security to farmers coping with the challenges posed by Britain’s unpredictable weather conditions.
The initiative comes amid Lidl’s wider commitment to ‘Backing British’ and contributing to the growth of local economies, while also aligning with the discounter’s broader goal of injecting £17bn into the British food industry by 2025.
Lidl GB buying director Paul Gibson said: “As the whole market faces challenges, including unpredictable weather patterns, our decision to transition suppliers to longer contracts underscores our commitment to supporting local producers.
“Not only is it an investment in the quality and consistency of our supply chain, but it’s also a testament to our dedication to the British food industry.”
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