Aldi boss Giles Hurley has written to customers of the discount supermarket chain as prices of food across the country continue to rocket. Mr Hurley, Aldi's UK and Ireland CEO, said he wants to reassure customers amid the cost of living crisis.
The price of groceries is increasing at its fastest rate in 11 years, adding an extra £271 to the amount average households will pay at the till this year.
Data from Kantar showed that grocery price inflation hit 5.9% in April, as the number of items on promotion decreased. It is the fastest rise since December 2011.
“The average household will now be exposed to a potential price increase of £271 per year,” said Fraser McKevitt, head of retail and consumer insight at Kantar.
“A lot of this is going on non-discretionary, everyday essentials, which will prove difficult to cut back on as budgets are squeezed.
“We’re seeing a clear flight to value as shoppers watch their pennies. The level of products bought on promotion, currently at 27.3%, has decreased 2.7 percentage points as everyday low price strategies come to the fore.”
Mr Hurley wrote: "The cost of everyday life is rising for everyone, but I want to reassure you that Aldi is more committed than ever to our long-standing price promise to our customers."
He said Aldi prices remain below those offered in other shops, quoting research by The Grocer trade magazine comparing the cost of a basket of food, adding: "That’s a saving of between £7 and £27 on a typical basket of 33 everyday essentials at Aldi - these differences could really add up over the course of a year.
"This is also the reason that independent consumer group Which? named us as Britain’s Cheapest Supermarket for 2021." He added: "It’s why we’re encouraging people not to change their lifestyle, but instead change their supermarket.
"Millions of shoppers have already switched to Aldi this year and we appreciate every single customer that visits our stores."
