Aldi is set to sell almost 50 million mince pies this Christmas as millions of shoppers flock to its stores amid the intensifying cost-of-living crisis.

The supermarket predicts it will also sell over 38 million pigs in blankets this festive season, in what will be Aldi’s biggest Christmas ever.

Giles Hurley, Chief Executive of Aldi UK and Ireland, said: “Shoppers have started to think about Christmas even earlier this year.

“While it’s a wonderful time where families come together, there is no doubt that many households are having to plan their spending over the festive period much more carefully, and many of those households are realising that Aldi is the only place to shop for an amazing Christmas at an affordable price.

“The price gap between Aldi and the traditional, full price supermarkets is only getting wider, and millions of shoppers are switching to Aldi as a result.

“Our unbreakable promise to our customers is that we will always offer the lowest prices of any supermarket, whether it’s a normal weekly shop or all they need for a fantastic Christmas.”

Recent data from Kantar Worldpanel showed that Aldi is the fastest-growing supermarket and that 1.5 million new customers shopped at an Aldi store in the 12 weeks to 30th October.

According to consumer champion Which?, the traditional ‘Big Four’ supermarkets – Tesco, Morrisons, Asda and Sainsbury’s – are 16% more expensive than Aldi on a basket of 48 everyday grocery items.*

* Which? Supermarket price comparison for October, published 3rd November 2022

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