Aldi has ramped up its activity in the free-from market with a limited-edition range of gluten-free products.
Stating that eating gluten-free food “doesn’t have to cost a small fortune”, the retailer has rolled out a selection of ‘when it’s gone it’s gone’ Specialbuys.
The move comes just two weeks after Lidl ran a one-week gluten-free promotion. Like the Lidl promotion, Aldi’s latest special offers do not include bread.
According to the Mintel 2016 free-from food report, sales of gluten-free foods have increased by 44%, with one in five people now buying gluten-free.
Among the Aldi range are gluten-free brownies sold under the retailer’s premium Specially Selected own-label brand at £1.59 a pack.
“Whether it’s out of choice, or out of necessity, buying and eating gluten-free foods shouldn’t come at an increased cost to families,” said Tony Baines, Aldi joint managing director of corporate buying.
“With the ever-changing dietary needs of our customers, it’s our ambition to always meet those needs with a full range of products, at unbeatable prices.”
Other gluten-free Specialbuys include quinoa bars that are claimed to be "30% cheaper than the leading brand (per bar)" and are available in Pumpkin Seeds, Cashew & Hemp Seeds; Goji & Cranberry; Cacao & Cashew; or Coconut & Hemp at only £1.69 for a four-pack. Also offered are gluten-free pastas and curry kits.
Aldi is the UK’s fifth largest supermarket with more than 700 stores.