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TRENOS SiGINT: ALDI £1.99 Plant-Based Play Rewrites the Veganuary Rulebook
ALDI has expanded it's Plant-Based Menu range reflecting a clear shift in how plant-based growth is being engineered in mass retail. Instead of leaning on innovation theatre or sustainability messaging, the retailer is using price discipline and private label scale to reduce friction for first-time and returning plant-based buyers. At £1.99, these products undercut much of the branded meat-free aisle, reframing plant-based as a default option rather than a lifestyle choice.
Scott Mathias
2 days ago2 min read
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