The British arm of German discount supermarket Aldi has announced a new round of price cuts on household grocery staples ahead of Christmas 2023.

The supermarket, which is the fourth largest in the UK, announced the investment of £12m in cutting prices of seasonal staples on 30 November 2023. It has lowered prices on 40 products by an average of 10%.

Aldi has reduced prices on beef mince, chicken goujons, sausages, salmon fillets and a range of produce items and cupboard staples.

In the second half of 2023, its customers have already seen price reductions on more than 300 products.

Aldi UK buying managing director Julie Ashfield stated: “We know that this time of year can be an expensive time for everyone, which is why we are cutting more prices than ever before in December.

“Our commitment to always keep our prices as low as possible for customers is going nowhere and we continue to see shoppers switch to Aldi for this very reason.”

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By GlobalData

In mid-December 2023, the supermarket chain created a new national real estate team as it aims to deliver a target of 500 new stores across the country.

Aldi also announced a pay raise for its UK staff, making it the first retailer to pay at least £12.00 ($15.08) an hour to its store and warehouse employees.