Aldi is taking on the multiples with the launch of a premium range to fit its new quality-led brand positioning.
The discounter is moving into the territory occupied by Tesco Finest and Sainsbury’s Taste the Difference with its Specially Selected brand.
It is being launched as part of Aldi’s Christmas range, with products such as Specially Selected mince pies and turkey joint. However, it also includes non-seasonal lines such as Parma ham, Farmhouse
Cheddar and pesto, which will remain in stores after Christmas.
The lines have been chosen for quality and provenance, a spokeswoman said. The Parma Ham has been matured for 18 months while the Farmhouse Cheddar is handmade.
“These products are the best quality and the prices are higher than our core range but they are still very competitive,” she added.
The discounter is moving into the territory occupied by Tesco Finest and Sainsbury’s Taste the Difference with its Specially Selected brand.
It is being launched as part of Aldi’s Christmas range, with products such as Specially Selected mince pies and turkey joint. However, it also includes non-seasonal lines such as Parma ham, Farmhouse
Cheddar and pesto, which will remain in stores after Christmas.
The lines have been chosen for quality and provenance, a spokeswoman said. The Parma Ham has been matured for 18 months while the Farmhouse Cheddar is handmade.
“These products are the best quality and the prices are higher than our core range but they are still very competitive,” she added.
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