ALDI has announced a third round of permanent price cuts in just a few weeks, reinforcing its position as the most aggressive price player in German food retail as 2026 begins.
From 15 January, dozens of everyday products will be cheaper across ALDI’s roughly 4,200 stores nationwide, spanning coffee, potato products, frozen food and meat. The move follows two earlier price reductions at the start of the year and signals that the discounter has no intention of easing off on pricing pressure.
The latest cuts include some of ALDI’s most visible private-label lines, particularly in instant coffee under the Barissimo brand, as well as frozen potato and convenience products. Reductions range from 10 cents to as much as 76 cents, depending on the item and region.
Notable examples include:
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Barissimo Instant Coffee Classic & Mild (200g) at €5.49, down 50 cents
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Barissimo Instant Coffee Gold Decaffeinated (200g) at €6.99, down 76 cents at ALDI Süd
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Meal Time sweet potato fries (500g) at €1.99, down 30 cents
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Jack’s Farm schnitzel assortment (500g) at €4.49, down 30 cents
Several lines differ between ALDI Nord and ALDI Süd, reflecting the continued operational split between the two groups, but the pricing message is consistent: staple products are being reset lower for the long term, not as short-term promotions.
Editorial analysis:
ALDI’s strategy goes beyond simple price optics. By focusing on high-frequency categories such as coffee and frozen food, the retailer is targeting products shoppers buy repeatedly and remember. This increases the likelihood that consumers perceive ALDI as cheaper overall — even if basket-level savings vary.
The timing also matters. German households are still sensitive to food inflation after several volatile years, and retailers are competing hard to win back trust. ALDI’s permanent reductions put pressure on rivals such as Lidl, Rewe and Edeka, which must now decide whether to follow with comparable cuts or risk being seen as more expensive on key staples.
For suppliers, the move underlines the reality of trading with Germany’s discount giants in 2026: efficiency gains are expected to be passed straight on to shoppers. For consumers, it is another clear signal that price competition — not margin recovery — is driving the market at the start of the year.
ALDI says the reduced prices will remain in place indefinitely, reinforcing its long-standing promise to pass cost advantages directly to customers as the country’s benchmark discounter.
