Aldi fires up price war with fresh round of reductions on fruit and vegetables

Aldi has increased pressure on its rivals with another round of price cuts on fruit and vegetables.

The German discount supermarket yesterday pledged to “lower prices more than ever” in 2024. Shoppers have flocked to discounters Aldi and Lidl.

Aldi overtook Morrisons to become Britain’s fourth-largest supermarket two years ago. And now it’s slashing the price of more than 50 items by an average of 7 percent.

This covers around a quarter of their range and includes berries, tomatoes and apples.

Aldi has lost some ground in recent months, although sales have increased in the last two years.

Its market share fell from a high of 10.2 percent in September to 9.3 percent in January.

Jonathan De Mello, head of JDM Retail Consultancy, said Aldi is “definitely the favorite of the discount sector” as it has ambitious plans to grow its store footprint.