Aldi has introduced a significant change to its plum offerings across all stores in the UK, including branches in Birmingham. The German supermarket chain is now stocking “exceptionally sweet” British-grown plums, available from today until early September. This move follows a record spring, a cool start to May, and a warm June, which Aldi executives describe as creating fruit of “outstanding” quality.
Record Sales Expected for British Plums
Aldi anticipates selling up to 700,000 units of British plums this season, a figure that underscores the popularity of the fruit. The supermarket, which competes with Lidl, Tesco, Morrisons, Asda, and Sainsbury’s, has sourced the plums from UK growers, emphasizing support for domestic agriculture. The fruit is expected to be in stores until early September, giving shoppers a window of several weeks to enjoy the crop.
Quotes from Aldi and Supplier
Julie Ashfield, Chief Commercial Officer at Aldi UK, said: “This is shaping up to be one of the best British plum seasons we’ve seen for a number of years. Working closely with British growers means we can bring exceptional seasonal produce into stores as soon as it’s ready, so shoppers can enjoy British plums at their very best while supporting UK farming.”
George Beedell, Head of Business Development at WB Chambers Farms, Aldi’s British plum supplier, added: “This has been an exceptional season for British plums – the combination of sunshine, cooler growing conditions and a warm finish has created fruit with outstanding sweetness, quality and appearance. It’s one of those years where everything has come together, and we think shoppers will really notice the difference when they taste this year’s plums.”
Additional Launch: Rosé Swatch Keyring
In a separate but related release, Aldi has announced the launch of its limited-edition Rosé Swatch keyring. Inspired by the supermarket’s curated rosé wine range, this pocket-sized colour guide aims to help shoppers identify their perfect pink rosé and avoid costly mistakes. New research commissioned by Aldi reveals that nearly one in three (31%) UK adults have turned down a glass of rosé simply because it was not the right shade, equating to approximately £103 million worth of wine being rejected annually. The survey also showed that over half (56%) of Brits consider colour an important factor when selecting a bottle, and almost a quarter (23%) always choose rosé based on its shade.
