Is Aldi still a hard discounter?

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Is Aldi still a hard discounter?

By Louisa Hallett - 08/09/2018
Aldi is continuing to push the envelope of what it means to be a discounter by revamping its assortment with more premium foods.

Aldi is continuing to push the envelope of what it means to be a discounter by revamping its assortment with more premium foods.

Aldi is expanding its assortment by adding more fresh, organic and easy-to-prepare foods, and is promising to increase its fresh food assortment by 40%. In fact, the retailer says that 20% of the assortment in every store will be new when compared to last year.

The nationwide product rollout will continue from now through early 2019. Aldi’s product expansion plans include:

  • More ready-to-cook and organic fresh meats to make meal preparation easier, including organic chicken breasts and marinated cilantro lime chicken breasts

  • Expanded produce selection, including veggie noodles and ready-to-eat sliced fruits, such as mango, pineapple and watermelon spears, and more organics

  • The expanding Earth Grown line has new vegan and vegetarian options, such as kale and quinoa crunch burgers, and chickenless patties and tenders

"The continued success of our store expansion and remodel initiatives has given us the opportunity to carefully select and introduce new products that satisfy our customers' increasing preferences for fresh items, including organic meats, salad bowls, sliced fruits and gourmet cheeses," said Jason Hart, Chief Executive Officer of Aldi U.S. "We know people lead busy lives, so we're making it even easier for them to purchase everything on their shopping list at Aldi, while still saving money."

Aldi’s new accelerated growth plan consists of a more than $5 billion investment, to remodel and expand its store count from 1,800 to 2,500 across the U.S. by the end of 2022. The new Aldi store layout features additional refrigeration space to accommodate more products.

The company has been continuously recognized and awarded for its products, including receiving more than 300 product awards for its wines, cheeses and exclusive product lines. SimplyNature products, which include many organic options and are free from more than 125 ingredients; liveGfree, a gluten-free brand that features pasta, snacks and baking mixes; Never Any! meats with no antibiotics, added hormones or animal byproducts; and Elevation bars and protein powders.

Aldi has also been named one of America's favorite grocery retailers and, for the eighth consecutive year,  the Value Leader for grocery shoppers, according to a 2018 survey of U.S. consumers by Market Force Information.