Aldi has announced it will introduce sweeter, British-grown blackberries across all its UK stores from May, marking a shift in its fresh fruit offering. The move will affect more than 1,050 locations and forms part of a broader effort to improve quality and consistency. The rollout begins in early May in selected stores before expanding nationwide on May 21. According to company statements, the supermarket expects the change to increase demand, with projections of higher sales driven by improved taste.
Focus On Flavour and British Sourcing
The retailer confirmed that all fresh blackberries sold in its stores will be 100% British-grown, giving customers access to domestic produce as the summer season begins. Aldi has worked closely with suppliers, including its main partner Driscoll’s, to introduce varieties selected specifically for a sweeter and less tart flavour profile.
These berries are developed through natural breeding processes and are harvested at peak ripeness. According to statements attributed to Driscoll’s, this approach is designed to ensure consistent taste throughout the season. The fruit is also taste-tested regularly before reaching shelves, a process intended to maintain quality standards across all stores.
Julie Ashfield, chief commercial officer at Aldi UK, stated that the company expects its blackberries “to taste better than ever this season”. She added that collaboration with British suppliers has been central to improving both sweetness and consistency, as reported by multiple outlets covering the announcement.
The emphasis on British sourcing is also positioned as a way to increase availability of homegrown produce. This aligns with the start of the UK blackberry season, when domestic supply becomes more widely accessible.
Sales Expectations and Supplier Partnerships
Aldi anticipates a rise in blackberry sales of up to 20% during the current season. This expectation follows previous sales figures, with the retailer having sold more than 228 tonnes of blackberries last year, equivalent to around 1.5 million punnets, according to figures cited in the coverage.
The company attributes this projected increase to improved product quality, particularly the enhanced sweetness of the new varieties. According to reports, taste has been identified as a key factor influencing customer demand in this category.
James Crook, customer development director at Driscoll’s, noted that achieving consistent flavour is the result of “years of dedicated natural breeding” and careful selection of blackberry varieties. He stated that working closely with Aldi allows fruit to be harvested at the optimal moment, ensuring quality across the supply chain.
Alongside the product changes, Aldi has also indicated a broader strategy involving its supplier network. According to the reports, the supermarket plans to expand long-term agreements with UK produce and horticulture suppliers. The goal is to secure at least 50% of its domestic produce through such partnerships by the end of 2027. This development reflects a continued focus on supply stability and sourcing practices within the UK grocery sector.
