Aldi makes pitch to seafood suppliers, launches Air Fryer Salmon

Aldi's new Honey Mustard Atlantic Salmon for air frying
Aldi's new Honey Mustard Atlantic Salmon for air frying | Photo courtesy of Aldi
6 Min

Aldi U.S., which is rapidly growing its footprint across the country, has introduced a multitude of new seafood products this year and is lowering prices on products across its stores.

The Batavia, Illinois, U.S.A.-based operator of around 2,200 discount grocery stores announced it will drop its everyday low prices on more than 250 items, passing along USD 100 million (EUR 92.8 million) in total savings to customers. The move is similar to one taken by the company in 2023, which saved shoppers more than USD 60 million (EUR 55.7 million), according to Aldi U.S. President Dave Rinaldo.

Aldi is always looking for ways to help customers save money, but with more experts warning of persistent inflation, the time was right to deliver even greater discounts on our already low prices for the second year in a row,” Rinaldo said. We dont want food prices to hold people back from getting together with friends and family or spending time outdoors this season.”

Company executives said they are open to partnering with suppliers – including seafood suppliers – that can provide consistent, sustainable products and competitive pricing. Aldi has begun offerering discounts on seafood products, primarily its Fremont Fish Market private-label brand, and launched around 50 new seafood items so far this year, an Aldi spokesperson told SeafoodSource. 

“We know that one in four people eat seafood, so we want to make sure our stores have something for everyone when it comes to seafood options,” the spokesperson said. As a result of the company’s focus on featuring existing seafood items and rolling out new options, the percentage of seafood items that Aldi shoppers are purchasing has increased by double digits this year.

Aldi’s new product rollouts include Fremont Fish Market Alaska Pollock Fish Sandwich Portion and Fremont Fish Market Air Fryer Salmon in Brown Sugar and Maple Bourbon flavors in February. In May, Aldi introduced new flavors of its Air Fryer Salmon: Hickory Bourbon BBQ and Honey Mustard. 

“This dish is meant to be convenient and mess-free, with simple cooking instructions for a flavorful meal. With different flavors including Honey Mustard and Hickory Bourbon BBQ, there is something for every palate,” the spokesperson said.

Aldi is capitalizing on the air fryer trend that other frozen seafood suppliers such as Gloucester, Massachusetts, U.S.A.-based Gorton’s have taken advantage of.

“Aldi keeps a close pulse on consumer trends, and were always innovating our product lines so shoppers can get exactly what they want and need at the lowest possible prices. For example, trends on social [media platforms] like TikTok – where air fryer recipes have [exploded in popularity] – are just one of the things we consider when determining new products to introduce,” the spokesperson said.

Aldi is featuring several other existing seafood products in May as well. These include North Atlantic lobster tails, black tiger shrimp, bacon-wrapped shrimp, butterfly grilled shrimp, herring fillets, and fresh Atlantic salmon with marinades.

Aldi plans to open 800 new stores nationwide by the end of 2028 via a combination of new openings and store conversions. One-quarter of U.S. households report that they shop at Aldi, giving the chain tremendous potential for seafood suppliers to expand their footprint, Aldi CEO Jason Hart said recently. Hart said Aldi needs suppliers’ help to ensure products are priced competitively as the company expands.

Its our goal to be Americas first stop for grocery shopping, which means we want your products to be the ones they bring home,” Hart said.

Aldi Vice President of National Buying Joan Kavanaugh stressed the importance of product consistency and availability to its customers, Progressive Grocer reported.

We make many intentional decisions every day to drive efficiencies, cut costs, and pass savings onto customers. We need you, our partners, to share this commitment so we can continue to win on price in every market we enter,” she said. 

Aldi is working with suppliers on long-term planning so vendors can make informed decisions and plan to scale accordingly, Kavanaugh said.

We need to proactively identify where we can close any supply gaps between your production capacity and Aldi customer demand,” Kavanaugh said.

For some suppliers, it may make sense to enter into a long-term agreement with Aldi to reduce risk, according to Kavanaugh.

“We are more open to that than ever before,” she said.

Aldi suppliers benefit not only from Aldi’s scale but lack of competing brands, according to Kavanaugh.

“In 90 percent of our stores, you are not competing with other brands ... but this also means that having an item run out of stock is a much bigger deal than at other retailers,” she said.

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