Aldi is investing £16m in price cuts across its Easter range as it looks to reinforce its value credentials during a key trading period.
The supermarket said it expects to sell nearly 17.5 million Easter eggs, with discounts applied across confectionery, champagne and prosecco.
Branded eggs from Cadbury, including Freddo, Mini Eggs and Buttons, will be priced at 99p, representing a 40% reduction, while Nicolas De Montbart Champagne Brut will drop to £9.99 and Spumante Prosecco DOC to £4.69.
Alongside seasonal lines, Aldi said it “won’t be beaten” on the price of Easter vegetables, with products such as carrots, swede and parsnips starting from 4p. The retailer expects to sell close to 10 million units from its Super 6 range during Easter week alone.
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Aldi UK chief commercial officer Julie Ashfield said: “With Easter falling earlier this year, we’re already seeing strong demand across our seasonal range.
“Easter is a time where families can come together to celebrate, and our recent price cuts mark our promise to shoppers that they will make significant savings each time they shop with us. From our bestselling Specially Selected Luxury Fruited Hot Cross Buns to roast dinner essentials, there’s incredible savings to be had at Aldi over the Easter holiday.”
The investment comes as supermarkets compete aggressively on seasonal pricing, with Aldi also maintaining low prices on key meat lines including pork, gammon and lamb, while continuing its sourcing agreements with British farmers.
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