Julie Ashfield is Aldi’s chief commercial officer
Many shoppers are paying more than they need to when trying to eat healthily, according to Aldi’s chief commercial officer Julie Ashfield. With premium protein products and other specialist “health” ranges becoming increasingly popular, Julie said shoppers could build a balanced diet by combining these with some of the supermarket’s cheapest and most nutritious foods instead.
From frozen vegetables to high-fibre cupboard staples, Julie has shared the supermarket shortcuts she believes can help shoppers eat well without overspending.
‘Some of the healthiest foods are also the cheapest’
Many shoppers assume healthy eating means buying premium products or pricey protein snacks – but there are plenty of affordable everyday staples that can also support a balanced diet, Julie said.
She added: “Oats, beans, lentils, eggs and frozen vegetables are all affordable staples that can help shoppers build balanced meals without dramatically increasing grocery bills. Foods naturally high in fibre, like wholegrains, pulses, fruit and vegetables, can also help keep you feeling fuller for longer.”
To help shoppers identify these products more easily, Aldi is rolling out a high-in-fibre logo across selected own-brand products.
‘There’s a reason fruit and veg is the first thing shoppers see’
Aldi introduces new Super 6 fruit and vegetable offers every fortnight to help shoppers pick up fresh ingredients at lower prices. But Julie said there was another reason fresh produce sits at the front of Aldi stores.
“When fruit and vegetables are front of mind at the beginning of a shop, shoppers are more likely to build balanced meals around them,” she explained. “The offers also encourage customers to try ingredients they might not normally buy, helping add more variety into everyday meals without spending lots of money.”
‘Frozen food is one of the most underrated sections in the supermarket’
Many shoppers wrongly assume frozen food is less healthy than fresh, but frozen fruit and vegetables can be one of the easiest ways to eat well on a budget.
“Frozen fruit and vegetables are often frozen shortly after harvest, helping lock in nutrients while also reducing food waste because shoppers can use exactly what they need,” said Julie. “Frozen berries, spinach and mixed vegetables are some of the simplest healthy swaps shoppers can make.”
‘We introduced a shortcut to help shoppers spot healthier products faster’
Julie said many shoppers could feel overwhelmed trying to compare nutritional labels while shopping. To cut through the confusion and make healthier choices easier to spot, Aldi is rolling out its Live Healthy logo across selected products, including soups, salad bowls and snacks.
“Sometimes people just want a quicker way to spot healthier options while they’re doing the weekly shop,” Julie explained.
‘Shoppers shouldn’t overlook Aldi’s red sticker reductions’
Many shoppers overlook Aldi’s red sticker discounts, but Julie said they could be one of the easiest ways to pick up fresh food for less.
“All Aldi stores reduce perishable products by up to 75% on their last day of shelf life, including bread, meat and fresh produce,” said Julie. “Imperfectly packaged items such as rice and tinned food can also be reduced, helping shoppers pick up everyday essentials at even lower prices.”
Julie added that reduced items could also help shoppers cut down on food waste while making healthy eating more affordable over time.
