Channel 4 is to work with Aldi to launch a new factual series ‘Grow With Aldi’ that will see the discounter uncover and ultimately stock new products from UK food and drink businesses.
The show is calling for applicants to appear in the 6 x 60 minute series, which follows local British food and drink suppliers competing to win a “life-changing deal” to see their product on sale in Aldi’s stores.
A group of suppliers will visit the supermarket’s headquarters in each episode to pitch their products to a judging panel. After a process of deliberation, the suppliers will be whittled down to finalists who will have to face a home visit to prove their goods can be mass-produced. The winner of each episode will be awarded a contract to supply Aldi’s 950 UK stores.
Julie Ashfield, Managing Director of Buying at Aldi UK, and one of the judging panel, commented: “From entrepreneurial farmers with flair in the kitchen to tabletop businesses that are going from strength to strength, we can’t wait to see the best of British food and drink producers. To be able to offer a platform to showcase new food and drink products to the nation is incredibly exciting.”
Anna Miralis, Senior commissioning editor for Channel 4 factual, added: “This is an incredible opportunity for Britain’s food suppliers and manufacturers to think big, be creative and pitch in their ideas. I’ll be extremely excited to see them explain why their product should be awarded this potentially lucrative contract that may well have game changing opportunities for them.”
The multi-category competition is part of Aldi’s ongoing commitment to locally sourced products. The discounter claims to have invested an extra £1.6bn with British suppliers since the start of the pandemic, including £125m spent with meat, poultry and dairy farmers.
Aldi also recently reaffirmed its pledge to prioritise home-grown suppliers, with it working towards spending an additional £3.5bn a year with British businesses by the end of 2025.
NAM Implications:
- Great idea, new-product source, supplier opportunity, TV ratings generator, and PR for Aldi.
- A no-brainer for all…
