Aldi trials traditional cut dishes

Discount retailing giant Aldi is trialling a range of ready meals using traditional cuts of meat from food supplier Roberts of Port Dinorwic.

The ‘Cook It Taste It Love It’ range of ready-to-serve recipe dishes will feature Beef Brisket with three sauce options, including Onion Gravy, Cracked Black Pepper and Diane Sauce. The dishes have already been trialled over February and March and will continue to be offered in April in two key Aldi locations in the north east and south of England. If successful, the dishes will be rolled out across all 300 Aldi stores in the spring.

Roberts of Port Dinorwic trading director Miriam Williams said: “We believe that people are choosing dishes and formats that they are familiar with and are safe choices, as they can no longer afford to experiment. Everyone has become more price-sensitive, but people do not want to compromise on quality.”

The Caernarfon firm predicts that there will be a resurgence in nostalgic dishes in 2009, made from simple, high-quality, easy-to-understand ingredients.

Williams added: “We have been working with Aldi since 2007 to develop this range, which ticks all those boxes and provides easy choices and simple, high-quality dishes that people know and understand.”

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