Aldi has given its Specially Selected sourdough range a fresh new look, with brighter, more vibrant packaging designed to catch the eye and make it easier for customers to find their favourite loaves in store.
The UK’s fourth-largest supermarket is introducing new paper-based packaging across its Specially Selected White, Seeded and Dark Rye Sourdoughs – a change that not only refreshes the look but also removes around 67 tonnes of plastic each year.
Since the start of the year, sales of Aldi’s Specially Selected sourdough range have risen by 50%, driven by growing demand for premium loaves such as its Sourdough Bloomers. More customers are discovering that artisan-style bread doesn’t have to come with an artisan price tag.
Priced at just £1.75 for a 500g loaf, Aldi’s sourdough is over a third cheaper than similar products at Tesco, Sainsbury’s and Asda, and 11% cheaper than at Morrisons.
The recent packaging refresh not only reduces plastic but also gives the range a brighter, more premium look and feel, making it easier for shoppers to spot their favourites on shelf.
Julie Ashfield, Chief Commercial Officer at Aldi UK, said: “Our Specially Selected sourdough is a customer favourite, and this packaging refresh makes it even better – giving it a brighter, more premium look that stands out on shelf.
“It’s another step in reducing plastic too, showing that great design can go hand in hand with doing the right thing for the planet, without compromising on quality or value.”
Aldi has also recently launched its new Specially Selected Toasting Loaf, featuring the same paper-and-film packaging combination, available in stores nationwide.
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