Discounter Aldi has unveiled a £16m investment in prices ahead of the busy Easter trading period.
The retailer said it has invested in price across “key product lines” for the holiday, including champagne, prosecco, and branded and own-label confectionery.
The retailer also said that it “won’t be beaten” on the price of Easter vegetables for lunch, with Aldi expecting to sell nearly 10 million units across its Super 6 range over the Easter week alone.
The retailer is also gearing up for a run on Easter eggs, with Aldi expecting to sell nearly 17.5 million over the coming weeks.
Aldi UK chief commercial officer Julie Ashfield said: “With Easter falling earlier this year, we’re already seeing strong demand across our seasonal range.
“Easter is a time where families can come together to celebrate, and our recent price cuts mark our promise to shoppers that they will make significant savings each time they shop with us. From our bestselling Specially Selected Luxury Fruited Hot Cross Buns to roast dinner essentials, there’s incredible savings to be had at Aldi over the Easter holiday.”
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