Aldi hails ‘best ever’ Christmas

Aldi has reported its “best ever Christmas”, after it revealed the return of Kevin the Carrot in its festive television ad helped attract half a million new shoppers in December.

Sales in December rose 0.4% compared to the previous year, when grocery spending was higher than usual due to the national lockdown and temporary closure of bars and restaurants.

During the run up to Christmas, Aldi sold more than 43 million mince pies, 21 million British pigs-in-blankets and 118 million Brussels sprouts. Its shoppers also bought more than 5.5m bottles of champagne, sparkling wine and prosecco for Christmas and New Year celebrations.

According to the retailer, it was the only major supermarket to grow sales in December, with its market-leading sales growth during this period cementing Aldi’s position as the UK’s fastest growing supermarket in 2021.

Giles Hurley, CEO of Aldi UK, said: “As the UK’s fastest growing supermarket in 2021, our premium Specially Selected range notched up its highest ever sales. We saw strong demand for our award-winning beers, wines and spirits. Stand out popular products included our Specially Selected Exquisite Chesham Bronze Turkey as well as our English Sparkling Wine.

“As we look ahead, the top priority for most families this year will be managing their household budgets in the face of rising living costs. As the cheapest supermarket in Britain, Aldi will always offer the lowest prices for groceries, no matter what, and continue to support our British farmers and producers.”