Aldi’s Olympic Partnership Boosts Fruit And Veg Sales

Aldi has claimed that its sponsorship of Team GB has significantly boosted sales of healthy foods in its stores.

The discounter revealed that its customers spent over £289m on fresh produce from May to July, up 19% year-on-year. Seemingly inspired by the partnership and their Olympic heroes, shopper’s top ‘Olym-picks’ included bananas, salads and tomatoes, which saw an increase in sales of 25%, 14% and 15%, respectively in Aldi stores.

Aldi announced its campaign to support Team GB in August 2015. In the run-up to the Rio Olympics, all 650+ members of Team GB were given £25 worth of vouchers per month to spend in its stores, which in total amounted to £145,000.

Tony Baines, Joint Managing Director of Corporate Buying at Aldi, commented: “At Aldi, we’re incredibly proud to be the first supermarket to partner with Team GB and are delighted that our dedication to fresh, healthy produce has positively impacted Team GB athletes and our customers.”

In addition to supporting the athletes, Aldi and Team GB’s Get Set to Eat Fresh initiative has been helping young people understand the pleasure of cooking and eating healthy meals whilst gaining the skills they need to feed themselves using fresh, nutritious ingredients.