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Aldi whisks customers from Fortnum & Mason in chauffeur driven Bentley, complete with champagne and award winning luxury mince pies

Fancy festive shoppers in London’s West End had their heads turned by supermarket Aldi yesterday, in a cheeky bid to woo high-end customers to their stores.

Aldi audaciously parked a Bentley and chauffeur outside the doors of luxury store Fortnum & Mason – offering would-be customers the chance to switch their visit to a nearby Aldi, whilst travelling in the lap of luxury.

Inside the luxury silver Bentley, shoppers were able to indulge their taste buds with Aldi’s award winning Veuve Monsigny Champagne and a gold platter of Specially Selected Exquisite Mini Mince Pies, which are more than 80% cheaper than Fortnum & Mason’s Petit Fours Mince Pie Medley (£5.95, 4 pack)*.  Named ‘Best Traditional Mince Pie’ at the Quality Food Awards (QFA), shoppers can get their hands on the Exquisite Mini Mince Pies (£2.49, 9 pack) in stores from 2nd December.

Julie Ashfield, Managing Director of Buying at Aldi UK, says: “We know Fortnum customers like the finer things in life and we wanted to show you can get the same quality at a fraction of the price by switching to Aldi. We also wanted to provide some much added fun to their festive day out.”

Shopper Glen Afwireng, said: “Aldi’s mince pies are absolutely heaven! I genuinely couldn’t tell the difference between Aldi and Fortnum’s mince pies, so I was shocked to be told the price difference between the two. Being whisked away right outside the doors of Fortnum’s was hilarious but a real treat.”

Aldi are pulling out all the stops this festive season by launching its most premium Christmas food range to date.  The Specially Selected Exquisite range, which is available in store from 2nd December, is full of luxurious, decadent, quality flavours for shoppers to enjoy from as little as £2.49.

Other products in the Exquisite range include the Specially Selected Exquisite British Game Selection (£29.99, 2.5kg), Specially Selected Exquisite British King Scallops (£4.99, 140g) and Specially Selected Exquisite Florentines (£4.99, 220g).


For further information, images or to request a sample, please contact the Aldi Food team on:

020 7479 0910

Please contact the Aldi team at Clarion to confirm product details and availability prior to print

*Pro-rata price used

For more information, please contact the Aldi Press Office on:
T: 0207 479 0910 or