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ALDI ADD NEW LUXURY REED DIFFUSERS TO BEST-SELLING ‘JO MALONE’ INSPIRED COLLECTION
31 Aug 2017


At just £3.99 the Aldi reed diffuser range offers a saving of 89% compared to Jo Malone*
 
Discount supermarket, Aldi has launched three new luxury reed diffusers in beautiful ‘Jo Malone’ inspired fragrances, costing just £3.99 each. From Tuesday 5th September, customers will be able to pick up the Lime, Basil & Mandarin and Pomegranate Noir scented diffusers in stores across the UK, followed by Freesia & Pear two weeks later (19th September).
 
Following the success of Aldi’s best-selling luxury candle range, the new reed diffusers have also been benchmarked against premium brand, Jo Malone,1 allowing everyone to transform their home into a luxurious, zen-like sanctuary, without breaking the bank.
 
In fact, at £3.99, the Aldi reed diffuser range offers a saving of 89% compared to the equivalent at Jo Malone which cost £37.50!* - presenting a huge saving that can be spent elsewhere.
 
John Davis at Aldi's fragrance house, European Flavours & Fragrances (EFF), comments: “Jo Malone is the market trend-setter for home fragrances with their candle and reed diffuser perfumes. Lime, Basil & Mandarin, Pomegranate Noir and Freesia & Pear are now perfume classics. They evoke sophistication, style and quality, which makes them so sought after.
“Our perfumers have created the fragrances from the best ingredients sourced from around the world to give elegance, harmony and scent to your home.”
John goes on to comment about each scent in the reed diffuser range saying:
·         Lime, Basil & Mandarin: “This modern classic sent opens with bitter grapefruit, bergamot and juicy lime, with an unexpected twist of mandarin, white basil and flowers in the heart, resting on a base of patchouli, moss, woody amber and vetivert to conclude the composition.”
·         Pomegranate Noir: “This delightful scent opens with pink pepper, amber and black pepper, with delicious red berries, clove, green leaves and herbal accords entwined beautifully in the heart, and a base full of rich sandalwood, patchouli and smoky exotic woods.”
·         Freesia & Pear: “This luscious scent opens with sweet ripe pears, lemon and bergamont, wrapped in a bouquet of roses, mandarin and watery accords, mellowed by soft musk, precious woods and violet leaves on the base.”

As with Aldi’s premium candle collection, the luxury reed diffusers will be available in-store only https://www.aldi.co.uk/candles.2
*Saving based on:
 Jo Malone Luxury reed diffuser, 165ml at £62.00
Aldi Reed Diffuser, 100ml at 3.99 
Pro-rata £62.00/165ml = 0.38p x 100 = £37.50
-ENDS-

For more information, please contact the Aldi Consumer Press Office on T: 020 7025 6611 or E: aldiconsumer@redconsultancy.com.
References:
1.      Jo Malone
·         http://www.jomalone.co.uk/product/8946/22262/for-the-home/diffusers/lime-basil-mandarin-scent-surround-diffuser#
·         http://www.jomalone.co.uk/product/8946/22263/For-the-Home/Diffusers/Pomegranate-Noir-Scent-Surround-Diffuser#
·         http://www.jomalone.co.uk/product/8946/25850/For-the-Home/Diffusers/English-Pear-Freesia-Scent-Surround-Diffuser#
2.      These reed diffusers will not be available online - they will be sold in store only.
Notes to Editors
Aldi is the UK’s fifth largest supermarket with over 700 stores and over 29,000 employees.
The company has more than doubled its market share since 2010. In the 12 weeks ended 16/07/2017, Aldi grew sales by 17.9% and has a 7% share of the market (Kantar Worldpanel data).
Aldi is attracting hundreds of thousands of new customers every year with its award-winning range of exclusive brands, passing low operating costs on to customers in the form of low prices.
In 2017 Aldi will open over 60 stores. By 2022, Aldi will operate over 1,000 stores.
The company’s current achievements and initiatives include:
- Aldi offers employees the highest starting pay in the sector – at least £8.53 an hour to all employees and more to those in London. This is significantly higher than the Government’s National Living Wage.
- Aldi’s investment in people was recognised at the Grocer Gold Awards, which celebrate outstanding achievement and practice across the grocery sector – Aldi was crowned ‘Employer of the Year’ 2017.
- Aldi has launched a five year partnership with the Teenage Cancer Trust – its fundraising target of £5m will go towards helping the trust to reach out to every young person with cancer in the UK.
- Aldi was named Fresh Produce Supermarket of the Year at the FPC Fresh Awards 2017 and Supermarket of the Year at the 2016 Retail Industry Awards.
- Aldi is the highest ranked supermarket in the Institute of Customer Services’ UK Customer Satisfaction Index 2017.
- Aldi launched its eCommerce platform in January 2016, selling a range of high quality wines and Specialbuys – receiving approximately over 11,000 orders per week.
- Aldi is the official supermarket partner of Team GB, and has extended this commitment to the Tokyo 2020 Olympic Games.
Full details of Aldi’s awards and achievements are detailed at https://www.aldi.co.uk/awards
View our 'Notes to Editor'