Product News


  • Aldi launches its most premium mince pies ever
  • Shoppers outside of Fortnum & Mason are amazed to find Aldi’s mince pies taste just as good and are over 80% cheaper than the luxury retailer!

Today supermarket Aldi has launched its most premium mince pies ever. The Specially Selected Exquisite Mini Mince Pies, which are on sale now, are set to rival Fortnum & Mason’s luxury equivalent.

What’s more, Aldi’s Mini Mince Pies are a whopping 80% cheaper than Fortnum & Mason’s Petit Fours Mince Pie Medley at just £0.29 per Exquisite pie, versus Fortnum’s at £1.49!, Aldi’s Specially Selected Exquisite Mini Mince pies are not only unbeatable on price but were also named ‘Best Traditional Mince Pie’ at the Quality Food Awards (QFA).

ALDI  £2.49 (9 pack) (£0.28p per Mini Mince Pie)FORTNUM & MASON £5.95 (4 pack) (£1.49 per Mini Mince Pie)
  mince pie  mince pie

So confident that its mince pies rival the luxury retailer’s, Aldi cheekily 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. Customers were also given the chance to sample both the mince pies blind. 

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.”

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 great quality at a fraction of the price by switching to Aldi.”

Shoppers can get their hands on the Exquisite Mini Mince Pies (£2.49, 9 pack) in stores from today.

The Specially Selected Exquisite range, which is available in store from 2nd December, is full of luxurious and decadent 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 more information, please contact the Aldi Press Office on:
T: 0207 479 0910 or