Aldi is marking a major milestone in 2025: 35 years since it opened its first UK store.
What began as a single store in 1990 has since become one of the UK’s biggest supermarket success stories – renowned for its great value, infamous middle aisle and high-quality award-winning products.
With more than 1,050 stores now, the supermarket has come a long way since it first opened in the UK. So, to mark the milestone, we spoke to an Aldi insider to find out what some of the biggest changes have been.
Back in 1990… Specialbuys weren’t a thing!
Though Aldi is now renowned for its Specialbuys, they weren’t always part of the offering. When the supermarket first launched in the UK, it was all about providing quality groceries at low prices, with little emphasis on non-food items.
Specialbuys debuted in the 2000s, bringing a treasure trove of seasonal and limited-time products to stores. What started with garden tools and Christmas decorations has grown into an ever-changing array of home goods, clothing, electronics and more, giving shoppers something new to look forward to each week.
Back in 1990… colleagues updated price tags by hand
At the start of Aldi’s journey in the UK, its price tags were handwritten on bright yellow cards, with colleagues manually updating them throughout the day.
Today, those yellow cards are a distant memory. Electronic shelf labels have transformed the way prices are displayed, offering real-time price updates that provide efficiency for store colleagues and timely product information for shoppers.
Until 2001, all Aldi store colleagues also had to remember the prices of 750 products instead of scanning them at the tills. When things became automated, checkouts became much speedier.
Back in 1990… Aldi’s store launch leaflets were in black-and-white with big, bold text.
Early store openings were marked with simple yet striking leaflets – punchy headlines, clean layouts and clear price comparisons that made Aldi’s value message impossible to miss.
Today, new store leaflets are bright and community-focused – featuring full-colour photography, modern typography and a polished design.
The look may have changed, but the message is just as clear: great quality food at unbeatable prices.
Back in 1990… the store layouts were completely different
In its early days, Aldi’s stores were designed with simplicity and efficiency in mind, helping to create a convenient shopping experience.
As Aldi grew, so did its commitment to enhancing the customer journey. While it still has simplicity in mind, Aldi stores today boast wider and brighter aisles, clearer signage and a larger variety of food and non-food items to choose from.
Back in 1990… Store Managers wore white coats
Originally, Aldi Store Managers wore white coats, with name badges stitched onto the pockets. Over time, the uniform has evolved into something designed for both comfort and functionality.
Today, Aldi store colleagues wear navy blue polo shirts proudly displaying the Aldi logo. The uniforms also feature Velcro-backed name badges, making them simple to attach and remove for added convenience.
Back in 1990… Kevin the Carrot hadn’t been born yet
When Aldi first opened in the UK, it didn’t have brand characters. However, in 2016, Kevin the Carrot made his debut in Aldi’s Christmas ads and quickly stole the spotlight.
What started as a simple holiday story soon became a nationwide phenomenon, with Kevin emerging as the quirky, lovable face of Aldi’s festive campaigns.
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