New 'Aldi Savers' Program Underscores Price

Cyndi Loza
Associate Editor, Path to Purchase Institute
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Aldi is shining a spotlight on a new, ongoing program that highlights low-priced and deeply discounted SKUs.

Items that are "Aldi Savers" are among the hard discounter's "lowest of our low prices," the retailer claims on its U.S. website. July and August carousel ads and circular features have showcased a variety of products as part of the program including brioche buns from private label Specially Selected, store brand Simply Nature organic grass-fed sirloin steaks, sweet corn and Washington red cherries.  

In stores, shelf tags spotlight designated items, such as Kraft Heinz's Lunchables SKUs and Lagunitas beer from Heineken. Checkout signs, circular rack signs and security wraps plug the Aldi Savers program with the latter marketing material communicating a "savings on savings on savings" message. 

The program aligns with the retailer's "Shop Differentli" motto, which Aldi defines on its website as "a faster, easier, and smarter way to save money on high-quality groceries and more." Aldi Savers also complements the retailer's other ongoing programs, most notably, "Aldi Finds," which are seasonal, limited-time products that are primarily from home goods, apparel and other non-grocery categories. Aldi Finds are spotlighted via weekly circular features, as well as in-stores on ceiling signs, shelf talkers and price labels.

To read more about Aldi's promotional strategy, visit