Aldi has pledged “to cut more prices than ever before in 2024” as it doubles down on its commitment to never be beaten on price.
The grocer said it will continue cutting prices “across a wide range of products wherever possible” throughout the rest of the year – beating the £380m invested in price cuts last year.
Aldi UK and Ireland CEO 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.”
The German discounter has already invested over £125m to reduce prices on around 500 products since the start of the year, representing around a quarter of its range and around a third of its fruit and veg.
Last month, Which? named Aldi the cheapest supermarket for February with a basket of goods costing over £20 less at the retailer than at the average traditional Big Four supermarket.
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Hurley added: “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.”
The grocer’s latest investment in price follows it unveiling plans to open 35 new stores across the UK this year.
The openings come under its long-term target to launch 1,500 stores across the UK, with the supermarket set to invest £550m on expanding its UK footprint in 2024 alone.
Last month Aldi unveiled its wish list of top priority locations to open stores across London, including Notting Hill, Chelsea and Richmond.
While back in February, the company also confirmed it would be creating 5,500 new jobs this year, as it looks to “continue growing at speed throughout 2024”.
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