Aldi UK & Ireland CEO Giles Hurley has written to customers to assure them of the value offered by the discounter at Christmas.
Citing a Which? price comparison, Hurley has claimed Tesco, Asda, Sainsbury’s and Morrisons are 16% more expensive than Aldi on a basket of 48 everyday grocery items, and reminded shoppers of the discounter’s turkey prices.
“We know lots of our customers are worried about the rising cost of living, so we have been working hard all year to keep prices as low as possible and do all we can to support our customers, colleagues and communities,” said Hurley in his email to shoppers this afternoon.
“For the main event this year, Aldi has once again cut the price of our fresh turkeys. Whole birds are available from £3.99 per kilo, meaning you can get a delicious, 100% British turkey for as little as £7.98, while prices for fresh, class A British turkey breast crowns start from just £7.64.”
Hurley has also reminded shoppers that Aldi has cut the price of a range of Christmas veg to 19p, and told them shops will open longer than usual – up to 10pm until 23 December and 6pm on Christmas eve.
Read more: Fresh Christmas turkeys cost up to 45% more in wake of bird flu crisis
“And, as always, we close on Christmas Day and Boxing Day to make sure our amazing, hard-working colleagues can celebrate and enjoy time with their own families and loved ones,” Hurley added.
Hurley outlines Aldi’s charitable efforts this festive season – including launching a £250,000 emergency fund to support food banks and community groups across the country – and ends by wishing shoppers a merry Christmas.
Aldi sales grew 24.4% year on year in the 12 weeks 27 November as an additional 1.5 million households shopped with it, according to Kantar. Its market shares stands at a record 9.3%, up from 7.9% a year earlier.
Last month, Aldi said it was set for its “biggest-ever Christmas” as “millions of shoppers flock to its stores amid the intensifying cost of living crisis”.
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