Aldi is cutting the price of festive veg staples to 15p, in a move it says will make it easier for families to enjoy an affordable Christmas dinner.
The discounter’s ‘Christmas Super Six’ promotion will see white potatoes (2kg), carrots (1kg), parsnips (500g), red and white cabbages, brussels sprouts (500g) and broccoli all priced at 15p each from 19 to 24 December.
Aldi has staged a similar Super Six festive promotion for a number of years, sometimes helping fuel ‘Christmas dinner price wars’ that have drawn criticism from growers.
“While promotional activity can have positive impacts for growers to help drive sales volumes and attract new shoppers, growers have long held concerns about the impact heavy discounting can have on consumer expectations about the real value of British produce,” an NFU spokesperson told The Guardian on Friday.
Aldi said it partnered with British growers and used fixed-cost pricing to ensure they received fair payment year-round.
At 15p, its six Christmas veg promotional lines are the same price as last year, though broccoli has been substituted for swede in the lineup.
Aldi is also making changes in stores for Christmas, including adding 400 new products and creating a dedicated location for its premium Specially Selected range.
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