Many Aldi customers are amazed: some prices are now hidden in the discounter’s current brochures. They are covered by a red button. Lidl also uses this unusual method. A spokesman for Aldi Nord has now explained the reasons behind it.

The purpose of Aldi brochures is obvious: consumers should be informed about promotional goods and special offers. It is all the more strange that Aldi brochures have repeatedly Price hidden behind a big red button that says “fresh price of the day”. to have. When asked, a spokesman for Aldi Nord has now explained the motives.

Hidden prices in the brochure: Aldi spokesman explains the background

In many cases, the prices in the Aldi brochure are no longer visible (Image source: Aldi Süd)

Fresh items in particular are currently subject to “even higher short-term price fluctuations on the market than is usual anyway” (source: Business Insider). Reasons are the Corona crisis, problems in the global supply and logistics chain and last but not least the Ukraine war. This affects prices on a daily basis and restricts long-term planning, according to the spokesman for Aldi Nord. Because the The discounter’s brochures are “produced a few weeks in advance.”

That means specifically: When the brochures are printed, Aldi does not yet know how high the daily updated prices for fresh produce will be. That’s why Aldi uses the red button with “daily fresh price” as a kind of placeholder. Most recently, asparagus, peppers or grapes were affected in the Aldi-Süd brochure (see picture above). Lidl also uses a similar marking. There is still no statement from the big Aldi competitor.

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