Range extension boosts Aldi’s fresh meat sales
Published:  13 August, 2015

Supermarket chain Aldi has seen an increase in sales of its fresh meat range, which it attributes to the expansion of its offering. 

Year-on-year, the firm has seen fresh meat sales increase by nearly a quarter, which is largely down to sales of pork and beef driving this volume growth.

“Over the past 12 months we have significantly extended our fresh meat range to ensure we cater to the needs of all our customers,” explained Will Barstow, Aldi’s fresh meat buying director.

“The quality and value of our 100% British core fresh meat range has been championed by many awarding bodies, contributing to an increase in sales of 23.5% year-on-year, with volume growth being largely driven by sales of beef, up by 37.3%.”

A demand for more non-traditional meats has seen Aldi supply a range of unconventional products to a growing market, as explained by Barstow.

“During this time, we have also offered more exotic meats as Specialbuys, such as ostrich and Wagyu steaks, to give our customers more variety.

“The success of these products has haloed Aldi’s core steak offering, with Aldi currently enjoying 25% of the premium steak market nationally.”

Additionally, this steak range has risen by 14.7% over the last 12 months.

Having recently revealed a plan to back Team GB on its road to the Olympics in Rio, Aldi expect to see sales grow further still.

“Across our entire fresh meat offering, we remain committed to providing customers with quality produce at everyday low prices,” concluded Barstow.