Aldi bosses are promising to prioritise low prices over short term profits as the supermarket posts slumped profits amid rising costs.
The discounter's UK supermarkets' pre-tax profits dropped by 86.5% from 2020 to 2021, to £35.7million. But chief executive Giles Hurley pledged to keep prices low during the cost of living crisis, even if it means Aldi misses out on higher short term profits.
Mr Hurley said: “Preserving our price discount and rewarding our people will always be more important to us than short-term profit. Being privately owned means we can keep our promises even when times are tough.”
