Aldi adds Welsh Lamb products in Wales
Published:  17 March, 2017

Aldi is launching five new Welsh Lamb products to its stores in north Wales.

The products, which include steaks, chops, leg, breast and shoulder joints, have been sourced exclusively from Red Tractor-assured farms across Wales.  

The move follows a similar initiative in south Wales, unveiled in October 2016, and means all Aldi’s 38 stores in Wales will stock an extensive range of fresh Welsh Lamb products all year round.

The discount retail chain has confirmed it will only replace Welsh Lamb with products from other parts of the UK if there is insufficient supply from Welsh farms.  

Announcing the decision, Aldi claimed it did not stock fresh lamb products sourced from overseas, unlike other supermarkets.

“Since it was introduced last year, our fresh lamb range has proved extremely popular with customers across South Wales,” said Tony Baines, joint managing director of buying at Aldi UK. “We’re very pleased to now extend the range to customers in other parts of the country.

“Each product is sourced exclusively from Wales and is clearly labelled to let customers know they are supporting a Welsh farmer when they buy the product.”

Rhys Llywelyn, marketing manager for Hybu Cig Cymru – Meat Promotion Wales, said: “We work with all retail companies in the UK, helping them to source and promote high-quality red meat from Welsh farms, and are delighted at the commitment to PGI Welsh Lamb shown by this announcement.

“Extending this successful range of Aldi’s fresh lamb products to yet more stores is a vote of confidence in our industry and a response to consumers’ wish to enjoy Welsh Lamb all year round.”

The retailer announced the introduction of a dedicated range of Welsh lamb products into 29 outlets in south and west Wales in October 2016.

Aldi, which recently became the UK’s fifth-largest supermarket by market share, according to the latest Kantar Worldpanel data, is opening its new £60m Cardiff distribution centre next month. Measuring 46,000m2, the facility will serve Aldi’s growing number of stores across Wales and the south west of England and will create 400 jobs.