Dive Brief:
- Aldi will debut its first-ever collection of ready-made meals under its own brand starting in October, according to a Tuesday press release.
- The lineup of seven fresh meal options includes five single-serve meals and two family-size meal choices. The single-serve meals are available for less than $8, while the family-size meals will sell for under $15.
- The meals add a new dimension to Aldi’s store brand assortment as the fast-growing discounter seeks to connect with price-squeezed consumers.
Dive Insight:
While it’s mainly known as a destination for low-price grocery essentials, Aldi also clearly wants to be top-of-mind for shoppers looking for fresh, easy-to-prep meals.
The discounter’s new assortment of ready-made meals will roll out to stores starting next month, and will be available nationwide by January.
The single-serve meals, which include a chicken burrito bowl and beef brisket with white mac and cheese, can be heated in the microwave in less than five minutes. The family-size options, which include meat lover’s pizza bake as well as chicken and bacon mac and cheese, need to be heated in an oven.
“Our shoppers are looking for meals that fit into busy lives without sacrificing quality or stretching their budgets,” said Joan Kavanaugh, vice president of national buying at Aldi U.S., in a statement. “That’s why we were thoughtful about how we entered this category.”
The new meals promise to help Aldi stay competitive with traditional grocery chains that typically offer an extensive selection of fresh meals, from salad bars to grab-and-go options. National chains Kroger and Albertsons both have their own brands of prepared foods.
Aldi, which celebrated its 50th year of operation in the U.S. this year, is growing rapidly, with plans to open 180 stores in 2026. It’s also putting its name on more of its own products to establish uniformity across its store brand assortment.
