New offer at Aldi (archive picture). Image: imago images / Volker Preusser
–
Aldi Süd introduces a new brand for fruit – with a specialty
The discounter Aldi Süd starts a new own brand for fruit. “Nature’s favorites – little treasures” is the name of the brand, as the company announced on Monday.
As of February, the discounter will gradually offer tangerines, oranges, lemons, strawberries, grapes, mangoes, avocados, papayas and cocktail vine tomatoes in “premium quality” in all 1920 German branches, as a press release says. The fruits can be obtained at the “usual Aldi price”, reports the “Lebensmittelzeitung”.
Aldi Süd: fruit with “blemishes”
What is special about the brand: “The products differ, for example, in size, color, type and taste from conventional goods,” says Aldi Süd. According to the “Lebensmittelzeitung” Fruits with small “blemishes” cannot be sorted out. The discounter also wants to avoid packaging if possible.
So Aldi Süd wants to demonstrate sustainability with the new brand. It remains to be seen how sustainable the cultivation of the products will be. According to Aldi Süd, “strict standards and specifications” apply to cultivation and production, but do not go into detail.
According to the “Lebensmittelzeitung”, Aldi Süd is responding to a market development with its own brand: the discounter recently lost in the fruit and vegetable segment.
(II)
