Sales of fresh fruit and vegetables in Aldi’s UK stores shot up by 19% year-on-year between May and July.
The discounter, which is a sponsor of Team GB at the 2016 Olympic Games, has released figures showing that UK shoppers have spent over £289m on fresh produce from May to July.
The uplift in sales of fresh are down to its successful partnership with the Olympic Games Aldi said, with “Olympic buzz” having swept the nation and encouraged consumers to eat more healthily.
The partnership saw the store launch a merchandising campaign called top ‘Olym-picks’ that included bananas, salads and tomatoes, which saw an increase in sales of 25%, 14% and 15%, respectively.
Tony Baines, joint managing director of corporate buying at Aldi, said: “At Aldi, we’re incredibly proud to be the first supermarket to partner with Team GB and are delighted that our dedication to fresh, healthy produce has positively impacted Team GB athletes and our customers.
“We are committed to ensuring our customers have access to great value British produce, including our Super 6 fruit and vegetables and fresh cut deals from our core range of 100% British, Red Tractor assured meat.”
Aldi and Team GB’s other joint initiative, ‘Get Set to Eat Fresh’ has also been helping young people understand the pleasure of cooking and eating healthy meals, whilst gaining the skills they need to feed themselves using fresh, nutritious ingredients. Over 1,900 schools have taken part in the project to date.
Malcolm Clark, coordinator of the Children’s Food Campaign, said: “Only Aldi supermarket’s advertising campaign, with its focus on British produce, including fresh fruit and vegetables, seems to buck the trend and promote demonstrably healthier products.”