Aldi Launches “Reduction Zones” To Spotlight Discounted Fresh Food

The FPC Fresh Awards Multiple Fruit & Veg Retailer of the Year, Aldi, is rolling out dedicated reduction zones across its 1,060 stores — with a clear aim: to help shoppers more easily find discounted fresh food and cut down on waste.

These zones are specially demarcated areas within each store where perishable items — notably bread, fruit, vegetables, and other fresh produce — that are approaching their use-by dates will be displayed at reduced prices.

Unlike traditional end-of-day sticker discounts, Aldi’s reductions will be applied throughout the day, giving customers more opportunity to spot bargains before they leave the store.

Why It Matters for Fresh Produce

For fresh produce — which is often among the most waste-prone categories — these zones could be a game changer. By featuring soon-to-expire fruit and vegetables in a prominent, easy-to-locate space, Aldi is making it simpler for consumers to rescue quality items at lower cost, while helping reduce food waste at source.

Luke Emery, Aldi UK’s National Sustainability Director, framed it this way, saying: “Our customers already know they can rely on us to provide unbeatable value, but our new reduction areas will make it even easier to pick up a last-minute bargain.

"By creating dedicated reduction zones in store, we’re helping point shoppers towards quality food at cheaper prices, all while cutting down on food waste.”

What To Look Out For

• Visibility: These zones are intended to be clearly marked and distinct from general discount racks, so shoppers don’t have to hunt for deals.

• Product range: While bread is frequently mentioned, the focus extends to fresh produce and perishables more broadly.

• Timing of discounts: Discounts will no longer be restricted to just the final hours of the day — items can be reduced earlier to improve chances of sale.

Strategic Implications

For Aldi, this move reinforces a brand promise of value and sustainability. For fresh produce suppliers and category managers, it signals:

• Greater prioritisation of spend on freshness, speed to shelf, and clarity of shelf signage

• Potential shift in discounting timing and rates, if efforts to clear nearing-expiry stock become more proactive

• An opportunity to align with waste reduction goals, as reducing unsold fresh produce benefits both retailers and growers

If executed well, Aldi’s reduction zones could become a benchmark in how supermarkets handle freshness, discounting and sustainability — and a useful tool for consumers keen to access quality produce affordably.