Aldi has launched a search for its new ‘Official Crisp Taster’. The successful applicant will receive a selection of the discounter’s crisps to sample at home for free. In return, they have to give reviews, rating the crisps’ taste, crunch, texture and appearance to help guide Aldi’s buying team on potential future flavours.
The return of the role follows huge interest from shoppers and even celebrities last year, with actress Michelle Keegan taking to her 7.5 million Instagram followers to declare: “IS THIS TRUE @aldiuk because I am READY and available with lots of experience.”
NHS worker, George Critchley from Sheffield, became Aldi’s first-ever Official Crisp Taster in 2024, impressing judges with an application that revealed his love for crisps ran so deep, his wedding tables were named after varieties like Wotsits and Discos.
He said: “Being Aldi’s Crisp Taster was an utter delight – I got to sample new flavours before anyone else and directly influence what hits the shelves. It wasn’t just fun, it was a genuine opportunity to shape the future of snacks for a whole nation. If you’re a true crisp connoisseur, this is a role you don’t want to miss.”
Julie Ashfield, Chief Commercial Officer at Aldi UK, commented: “After the success of last year with hundreds of entries, we welcome our shoppers’ feedback once again to make sure our latest products provide the quality, taste and price they deserve. Our range of crisps are going down a treat this year, so launching the role for a new Crisp Taster is the perfect way to encourage innovative ideas and delicious products onto shelves.”
To be in with a chance of landing the job, candidates have to send a video application to [email protected] with the following details:
- Full name
- Age and location
- Social media handles
- A short video (no longer than one minute) explaining why they should be Aldi’s next Crisp Taster, including their favourite Aldi crisps and snacking opinions that may help them stand out.
Entries are open until Thursday 21st August.
NAM Implications:
- Apart from the obvious market research disadvantages of ‘a sample of one’…
- …think of the upside advantages for Aldi:
- Links with proven influencers
- A unique talking point
- Tongue-in-cheek message
- The innovator’s advantage
- i.e. no rival would dare to copy the initiative
- Nice one Aldi!
