Aldi has confirmed a temporary price change for shoppers buying British strawberries in August. As part of a limited-time deal running until Wednesday, August 26, customers can purchase two 227g packs for just £2. The supermarket said the offer follows a bumper crop and is designed to support UK growers facing a sudden surplus of ripe strawberries after a spell of sustained sunshine.
Deal details and grower support
The promotion applies to British strawberries and is available in Aldi stores across the UK. The supermarket stated that the price cut helps growers sell more fruit while giving shoppers better value on a seasonal favourite. 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."
Ashfield added: "By cutting the price we’re helping our growers sell more juicy British strawberries, while giving customers even better value on a seasonal favourite." She also confirmed that suppliers will continue to receive the same contracted price for their fruit despite the reduced retail price.
Market context and expert insight
In June, it was reported that sales of strawberries in 9cm pots had risen by 240%, and the weather had encouraged smaller but earlier, sweeter and more bountiful crops in gardens. Guy Barter, chief horticulturist adviser for the Royal Horticultural Society (RHS), commented: "With a changing climate, gardeners are more confident in the potential of a strong crop and seeking out more unusual varieties including wineberries, honeyberries and pink currants."
Wild strawberry is a native British plant, while the garden strawberry is a hybrid of two American varieties. The wild berries are small and intensely sweet, and were once the only type eaten in Britain. Experts have previously said that strawberries are easy to grow and impossible not to love, making them the fruit of summer.
Advice for shoppers
For those looking to enjoy strawberries at their best, experts suggest visiting a pick-your-own farm if possible. Otherwise, shoppers are advised not to be afraid to smell strawberries in the shop, as they should have a deeply fruity aroma. The Aldi deal remains available until Wednesday, August 26, offering a limited window for customers to take advantage of the reduced price on British strawberries.
