ALDI is entering the ready-meal category for the first time, with a range of seven fresh options set to hit the shelves from early October.
The range includes five single-portion meals priced at under $8, with the chain’s stylised logo featured on the packaging: this marks a sign of maturity for the company that pioneered the discount format and which, in Italy, has always offered own-brand products with made-up names.
My friend Charles Fitzmorris, who used to head up Aldi USA, told me about the internal debates over introducing fresh produce: the German founder of the discount store didn’t even want to sell fresh milk!
This launch illustrates the evolution of discount retailers in general. Written on 27 September, updated on 9 October 2026
