Committee publication · Correspondence · 11 March 2026
Correspondence from Aldi- Follow up on 28 Jan session
From: Health and Social Care Committee
Inquiry: Food and Weight Management
Summary
Aldi responds to the Health and Social Care Committee's follow-up questions from its 28 January evidence session on food and weight management. The company provides data on its healthy sales trajectory (81% at end 2024, targeting 85% by end 2027 using the UK Nutrient Profiling Model), but declines to supply price-per-calorie metrics or isolated advertising impact data, citing operational limitations and the complexity of attributing sales changes to single factors.
Key findings
- Aldi tracks 'healthy sales' using the 2004 UK Nutrient Profiling Model and has committed to 85% of own-brand food and drink sales (excluding alcohol) being classified as healthy by end 2027; currently at 81% as of end 2024.
- The company does not routinely calculate or hold price-per-calorie metrics for non-HFSS foods in a format permitting robust comparative analysis, emphasizing its everyday low-price model for staple items including fresh produce.
- Aldi does not maintain centralised data isolating advertising's impact on individual product sales; selected protein lines in the 'Healthy January' campaign saw 20% volume uplift within two weeks following price reduction and advertising, but the company states this cannot reliably attribute uplift solely to advertising.
- Aldi operates under a refined range, discounter model with transparent pricing and no multi-buy promotions; marketing is brand-and-range-led rather than focused on driving HFSS product volume, and all activity complies with HFSS advertising restrictions.
Tone
ProceduralTopics
Key actors
Layla Moran MP, Health and Social Care Committee, Aldi Stores Limited, Liz Fox, UK Government
Notable line
“We exclude alcohol sales from our KPI as the majority of alcohol would be classed as 'healthy' according to the 2004 NPM, which would inappropriately inflate our healthy sales performance.”
Key Quotes
“… by the end of 2027, 85% of our own-brand food and drink sales (excluding alcohol) will come from products classified as healthy under this methodology. At the end of 2024, we were tracking at 81%.”
“We exclude alcohol sales from our KPI as the majority of alcohol would be classed as 'healthy' according to the 2004 NPM, which would inappropriately inflate our healthy sales performance.”
“Our priority is to ensure staple items - including fresh fruit and vegetables - are available at the lowest possible price, which we believe plays a significant role in supporting access to affordable, nutritious food.”
“These lines experienced a volume sales uplift of over 20% within two weeks following the price decrease and advertising activity. However, any attempt to attribute sales uplift solely to advertising at product level would not provide reliable data within our business model.”
Source · parliament.uk record ↗