Discount supermarket boss promises families won’t pay over the odds this Easter
Easter is less than two weeks away and with household budgets still squeezed, Aldi’s boss has made a promise – your Easter dinner will cost less at Aldi than anywhere else.
Giles Hurley, who runs Aldi UK and Ireland, says the supermarket is committed to having the lowest prices on traditional Easter dinner items.
“We know Easter is a special time for families to come together and enjoy a delicious home-cooked meal”, Giles said. “That’s why we’ve guaranteed our prices will be the cheapest across all our Easter favourites so shoppers can plan ahead with confidence.”
The supermarket is keeping prices low on dinner essentials including British Pork Loin Joint (£3.75 per kg), British Prime Gammon Joint (£3.99 per kg) and Whole Legs of Lamb (£6.19 per kg), of which it expects to sell 200,000 units across Easter weekend. Alongside showstopping centrepieces, Aldi has confirmed it won’t be beaten on the price of Easter veggies, such as carrots, parsnips and white potatoes.
More Brits are choosing to eat at home rather than splash out at restaurants – but they’re not just settling for everyday staples. Aldi’s premium Specially Selected range has jumped 11% in the past year as shoppers look for affordable quality at home.
“Easter is a time for families to gather around the table for a proper celebration, and no one should miss out on that because money’s tight”, Giles added.
“We’ve been the UK’s cheapest supermarket for five years running according to Which? and that’s not changing.”
Aldi employs more than 45,000 people across the UK and is opening 40 new stores in 2026 as part of a £370 million investment.
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