Aldi UK has reduced the price of British strawberries to two packs for £2, a move the supermarket says will help growers manage a significant flush of fruit caused by prolonged summer sunshine.
The promotion, running in-store from Friday August 21 to Wednesday August 26, is designed to move more fruit through the market and alleviate pressure on the UK crop. According to the retailer, the discount will save customers 98p compared with buying two 227g packs at the standard price of £1.49 each. The deal is available only while stocks last.
Bumper crop from summer sunshine
The high levels of sunshine over the summer months have boosted the British strawberry crop, resulting in a large volume of fruit becoming ripe at the same time. By incentivising sales, Aldi intends to reduce the risk of excess fruit being diverted into alternative channels.
Scorching temperatures began in May and have persisted into August, with the mercury provisionally reaching 38.1°C at Kew Gardens in London, which the Met Office says makes it the 5th hottest day on record for the UK. The warm weather has also unleashed considerable pressure on the NHS and led to drought conditions in some areas.
Growers to receive same contracted price
Aldi, which operates 1,080 stores across the UK, notes that although shoppers will benefit from cheaper strawberries, the supplier will continue to receive the same contracted price for the fruit.
Julie Ashfield, Chief Commercial Officer at Aldi UK, said: “This summer’s sunshine has helped produce a bumper crop of British strawberries, with a large volume expected to ripen at the same time. By cutting the price we’re helping our growers sell more juicy British strawberries, while giving customers even better value on a seasonal favourite. Aldi is making it even easier for shoppers to pick up great-value, seasonal British strawberries, and support our suppliers who will continue to receive the same contracted price for their fruit.”
