To capitalize on the ongoing indulgence in its own-label in the fall, Aldi is introducing a new seasonal dessert range that will tap into the desire of Britain to enjoy comfort foods and the Tik Tok sweet trends.
Value and indulgence seasonal strategy
The fall season is coming, and customers are already going online to find out autumn recipes and warm desserts. Aldi is also setting itself a target of ambushing that demand with a new line of Specially Selected puddings, crumbles, pies and pastries all at a price of under PS3. The relocation reiterates the fact that the discounter has been resting on its innovation in its own labels to create excitement, at the same time ensuring that the prices remain affordable.
The top of the range will be the Double Crumbles (PS2.99, 2 pack) in the Toffee Apple and Black Forest flavours. The former combines the Bramley apple compote with a sweet toffee sauce with an oaty crumble on top. The second is a mixture of tart Morello cherry compote and a layer of Belgian chocolate, a richer version of a traditional summer dish.
Tik Tok influence with Swirl Puddings
Other products are Aldi Specially Selected Swirl Puddings (PS2.99), the latest models of which are already making headlines on TikTok, with almost three million views. The two types, namely White Chocolate and Raspberry Jam Roly Poly and Cinnamon Bun Pudding, are indicative of Aldi being able to exploit the nostalgic British desserts as well as international flavour trends simultaneously.
It will also be available in the Cinnamon Bun version that will be hand-finished with cream cheese frosting and cinnamon dusted and will come in October. Its social media buzz underscores the way Aldi is using the viral food trends to continue to make its own-labeled lines interesting to younger customers.
Broader dessert portfolio
The retailer also is expanding its lattice pie product range to include Sticky Toffee and Winter Berry Lattice Pies (PS2.49, 440g), giving the shopper a choice of not only a decadent, but also a fruity product. In the meantime, the Portuguese Custard Tarts (PS2.29, 208g) means that Aldi has a touch of international in their bakery shelves, after adhering to a traditional recipe with caramelised tops and crisp pastry shells.
Competitive tool of private label
The Aldi approach of autumn desserts reveals how discounters are also competing based on variety, authenticity and seasonality besides the price. When Aldi aims at reducing the cost gap between its brands and the new premium-yet-affordable Specially Selected line, the latter will boost its brand differentiation when the shoppers in supermarkets are increasingly choosy.
The seasonal focus used by the retailer is a common strategy in many areas of Europe, as supermarkets are gradually turning autumn, Christmas, and Easter into mini-autumns of own-label innovations. This maintains a variety in assortments and gives frequent reasons why a shopper should come back.
Industry context
In most European markets, the level of grocery sales by the private label has topped 50 per cent, and retailers such as Aldi are putting investment in flavour innovation in order to gain market share. As consumers look to trade off stricter budgets with a need to indulge, the affordable luxuries like PS2.99 puddings will do well.
The last launch by Aldi highlights a broader trend in the retail industry: the growing trend of supermarkets to leverage their own label desserts in increasing the value of the basket and improving brand image. To the competitors, it will be a struggle to achieve the balance of low price, premium position, and digital buzz that Aldi achieves.
