Aldi leads strawberry price cuts as promotions ramp up
Published on The Grocer
Aldi has led the pack on a reduction of strawberry prices as the heatwave led to a flush of produce.
The discounter reduced the price of its budget Everyday Essentials Wonky Strawberries (227g) to £1.19 on 3 June, a 13.8% year-on-year reduction. Other retailers promptly followed suit, with Tesco’s Rosedene Farms, Just Essentials by Asda, Morrisons Savers and Lidl’s Class II strawberries all price matching Aldi within two weeks.
Yesterday (29 June) Aldi also launched a promotion of its mid-tier Nature’s Pick British strawberries for 99p (227g) a 37% reduction on the £1.58 punnet last year. Aldi also said the 99p promotion would run until the Wimbledon final on 12 July. It is also giving away strawberries at its Wimbledon store until Friday.
Aldi stressed its latest promotion was to drive sales during a period of peak supply, to minimise food waste and support British growers.
Published on The Grocer, 30th June 2026.
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