Aldi has introduced a 2 for £2 promotion on British strawberries, a move designed to help growers cope with a significant surplus of fruit caused by prolonged summer sunshine. The discount, available in stores from Friday 21 August until Wednesday 26 August while stocks last, saves customers 98p compared with buying two 227g packs at the standard price of £1.49 each.
Sunshine boosts crop volume
High levels of sunshine have boosted the British strawberry crop, leading to a large volume of fruit becoming ripe at the same time. The promotion is intended to move more strawberries through the market, alleviate pressure on the UK crop and reduce the risk of excess fruit being diverted into alternative channels.
Julie Ashfield, Chief Commercial Officer at Aldi UK, said: “This summer’s sunshine has helped produce a bumper crop of British strawberries, with a large volume expected to ripen at the same time.
Supporting growers and shoppers
“By cutting the price we’re helping our growers sell more juicy British strawberries, while giving customers even better value on a seasonal favourite.”
Ashfield added: “Aldi is making it even easier for shoppers to pick up great-value, seasonal British strawberries, and support our suppliers who will continue to receive the same contracted price for their fruit.”
The deal ensures that Aldi shoppers can enjoy significant savings on a summer staple, while the supermarket maintains its commitment to paying growers the agreed contracted price despite the lower retail cost.
