Countryfile presenter Anita Rani has described her latest project as "joyful" as it returns for a brand new season. The seven-episode run of Aldi: The Next Big Seller sees Anita assess pitches from up-and-coming food businesses competing for a place on Aldi's shelves.
Anita Rani and Jimmy Doherty reunite
The returning series follows Anita as she teams up with Julie Ashfield, Aldi UK's Chief Commercial Officer, alongside television presenter and culinary specialist Jimmy Doherty, throughout multiple themed instalments as they scout promising independent food ventures. In an exclusive conversation with The Mirror publisher Reach, Anita discussed her experience of partnering with Jimmy.
She said: "He's a seasoned presenter, he knows what he's doing, and he comes with a lot of knowledge and understanding of what it takes. He also has a farm shop, so he stocks products, and he's good fun to work with."
What to expect this series
Expressing her anticipation for what lies ahead this series, she added: "We have got some amazing products this year, really surprising things. Stuff that you will be in awe of, really passionate people, everything from mochi balls to alcoholic kombucha."
The finalists on the series are given a few weeks to address the feedback before receiving a follow-up visit from Anita or Jimmy. The three panellists then sample the improved products and select a winner, whose creation will appear as a Specialbuy in over 1,080 Aldi stores nationwide.
An inspiring competition
Anita described the series as an inspiration, adding: "I think people will find it really inspiring, a lot of these people are offering these as their side hustle. They have a day job and this is their side project. They set it up with a family member or friend, and people will find it really inspiring and maybe it will encourage other people to go out and set something up."
Sharing the fun she had behind the scenes, she called the series an "amazing production to work on", adding: "There's a lot of good food lying around, so I always like to take a goodie bag home with me if there's any left as the production gets to eat it all. There are a couple of things in this series that are hands down my favourite things I have ever eaten."
"It's just a really great programme to work on. It's joyful, it's food, it's entertaining, people are going to really enjoy the competition element, but also, there is a lot of heart because it's people and it's passion. It really connects the dots between what it takes to make these foods. The amount of respect I have for the people who make these artisanal products."
Jimmy Doherty on mentoring entrepreneurs
In a separate interview, Jimmy shared his thoughts on joining the show, saying: "As a farmer and food lover, I know first-hand how much grit, passion, and creativity go into developing a great product. Aldi: The Next Big Seller gives British businesses a platform to showcase their talent on a national stage. It's been amazing working alongside Anita and Julie to mentor these brilliant entrepreneurs, and I can't wait for the nation to see what they've created."
Since launching in 2022, the programme has helped transform up-and-coming food enterprises into household names, including Flake Bake, which became the inaugural winner to secure a permanent spot on Aldi's shelves. Flake Bake's co-founder Mike Williams has described the company's trajectory following its television appearance as "simply phenomenal".
Every instalment features its own category, covering Sweet Treats, Party, Healthy & Wholesome, Dinners, World, Store Cupboard and a Christmas Special. The aspiring suppliers pitch products to Julie, Anita and Jimmy, who assess taste, cost, presentation and consumer appeal before whittling down the field to just two finalists.
Aldi: The Next Big Seller will air on Channel 4 on November 5 at 8pm.
