In the Aldi brochure, the price is missing for many items - that's what's behind it
Created: 08/25/2022, 15:12
By: Benjamin Stroka
For some items in the Aldi brochure, prices are more known.
Only the note "daily fresh price" can be read there.
But what does that actually mean?
Cologne – In the past few months, some Aldi customers may have noticed that the discounter's brochures repeatedly contain announced products that do not contain a price.
Instead, customers will find a red button with a blue border there.
This button only says: "Daily fresh price".
"Daily fresh price" at Aldi: Certain offers in the discounter's brochure are more and more often marked as such.
© IDZRW
Aldi brochure: Why is the price missing for some products?
This is particularly noticeable in a current brochure from Aldi Süd for the week from August 22nd to August 27th, reports 24RHEIN.
There is a complete double page with a total of 15 articles.
What they all have in common: there is no price, only the note "daily fresh price".
The products are fruit and vegetables, including peppers, organic bananas, apples and potatoes.
Customers should be lured into the branches in the first place by the cheap offers from the brochures.
So what is behind the hidden prices of different items?
In fact, the prices of some products are currently not that easy to predict.
When asked by 24RHEIN, an Aldi Süd spokeswoman explained that the prices for fruit and vegetable products in particular "can change at very short notice".
"Our goal is to always offer our customers the best price according to the Aldi principle - this is also the case with this offer.
In order to be as close as possible to what is happening on the market, the prices for fruit and vegetable products are kept as up-to-date as possible,” emphasizes the Aldi spokeswoman.
In concrete terms, this means that the price is only really fixed shortly before the start of sales of the affected products from the offers.
Aldi brochure: Price fluctuations cause problems
Problems with supply chains and logistics, the war in Ukraine, rising energy prices and the ongoing effects of the corona pandemic are responsible for these price fluctuations.
An Aldi Nord spokesman told
Business Insider
in April 2022 : "All of this is currently affecting prices on the market on a daily basis and is restricting our long-term planning."
However, this often causes problems for supermarkets and discounters when producing their brochures.
These are usually printed several weeks in advance.
So at a time when the final prices for the start of the offer for certain items cannot yet be predicted.
Aldi: Brochure partially without prices?
What does "daily fresh price" mean?
With the reference to the "fresh price", Aldi protects itself against such price fluctuations - and does not make any price promises that the discounter may no longer be able to keep when the offers from the brochure are on sale.
At the same time, Aldi can react to possible price reductions or price increases for certain products at short notice.
If you want to know the exact price of these products in advance, you have to be patient.
“As a rule, we only use the eye-catcher 'daily fresh price' in the branch edition of our flyer.
The current sales prices can be viewed either online on the Saturday before the offer starts or directly in our branches," says the Aldi-Süd spokeswoman to 24RHEIN.
While Aldi wants to continue to rely on the classic brochures when advertising products, competitor Rewe has other plans.
A few weeks ago, Rewe announced that it would completely dispense with paper advertising brochures from July 2023.
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