Aldi has thrown down the Christmas gauntlet, by being the first supermarket to launch its “value” Christmas dinner package.
It’s offering a turkey dinner with all the trimmings for six people for £11.45, or £1.91 per head.
The eight-piece package is crowned by a Small Fresh British Turkey which costs £8.85, or 2.95 per kg. Veg includes Nature’s Pick Potatoes, Brussels Sprouts, Carrots and Parsnips, all 15p each. They’re topped off with trimmings of Quixo Sage & Onion Stuffing Mix at 45p for 170g, Quixo Gravy Granules, which cost £1.09 for 300g, and a 15-pack of Everyday Essentials Yorkshire Puddings, which cost 46p.
The offer is available from 19 December.
The offer is nearly £2 cheaper than Aldi’s package last year, which came in at £13.48 for a Christmas dinner for six, or £2.25 per head. However last year’s offer also included pigs in blankets and red cabbage.
It follows the return of Aldi’s ‘Christmas Super Six’ last week, which slashed the price of veg to 15p on key Christmas lines. It followed a similar move by Sainsbury’s the week before.
Despite Kantar indicators claiming average Christmas dinner prices will rise by around 6.5% this year, The Grocer’s own measure using Assosia data suggests that overall the price of turkey dinners could be up to 22% cheaper than last year as retailers roll out discounts in the run-up to the big day.
Kantar’s findings are also at odds with the results of the first of two two planned Christmas Grocer 33 baskets.
The Christmas dinner bundle is set to be a key battleground for grocers again this year, with many shoppers feeling freer to spend as the rate of food inflation has eased over the past year.
Pre-Christmas grocery spending is set to top £13bn over the four weeks of December for “the first time ever”, Kantar said during its latest market share update.
Demand for meat and poultry in particular is set to outstrip last Christmas, according to the AHDB, due to a rise in the number of shoppers saying they’ll eat at home.
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