Healthy Eating, Aldi Savings.
Aldi's Commercial Officer Explains How to Eat Healthily on a Budget
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Aldi's chief commercial officer, Julie Ashfield, has revealed a deliberate store layout decision: frozen vegetables are placed at the entrance so they are "the first thing shoppers see." The move is intentional, she says, because frozen food is one of the easiest and cheapest ways to eat well — yet most shoppers walk straight past it. Gazette Live reported that Ashfield wants to change how people think about budget-friendly healthy eating.
Ashfield's core message is simple: many shoppers are paying more than they need to for nutritious food. By pairing affordable staples with premium proteins, she says, it is possible to eat a balanced diet without stretching the weekly grocery bill.
Frozen Food Placed First to Shift Shopper Habits
Aldi put frozen vegetables right at the store entrance on purpose. Ashfield explained that frozen produce is nutritionally equal to — and often better than — fresh. Vitamins are locked in at the point of freezing. Yet shoppers tend to see frozen food as a lesser option. Placing it first is Aldi's way of pushing back on that assumption, according to Belfast Live.
Frozen vegetables also cost significantly less than their fresh equivalents. They last longer, cut down on food waste, and require no prep work beyond opening the bag. For families on a tight budget, this makes them one of the most practical items in the store.
Mixing Cheap Staples With Premium Proteins Saves Money
Ashfield's key shopping tip is about combination. She suggests pairing higher-cost proteins — like chicken breast or salmon — with the supermarket's cheapest staples, such as lentils, tinned beans, and frozen veg. The result is a nutritious meal that does not rely entirely on expensive ingredients. Cambridge News noted that this approach can meaningfully reduce weekly bills without cutting nutritional value.
High-fibre cupboard items are central to this strategy. Oats, lentils, and tinned legumes are among the cheapest products on shelves. They are also among the most filling. Ashfield pointed to these as underused options that shoppers often overlook in favour of pricier alternatives.
Aldi's Live Healthy Logo Cuts Through Label Confusion
One of the biggest barriers to eating well, Ashfield said, is confusing nutrition labels. Shoppers are often unsure what to look for. To fix this, Aldi is rolling out its new "Live Healthy" logo across selected own-brand products. The logo acts as a simple signal — no label-reading required. Belfast Live reported the rollout is already underway across a range of products.
The logo targets everyday items, not just specialist health foods. The idea is to make healthier choices the default, rather than something shoppers have to work to find. Aldi says the branding will expand to more product lines over time.
Healthy Eating on a Budget Is Achievable, Aldi Says
Ashfield's broader point is that healthy eating does not have to be expensive. The perception that nutritious food costs more is, in her view, a myth — at least at Aldi. She pointed to frozen veg, high-fibre staples, and smart protein choices as proof that a balanced diet is within reach for most budgets, according to Chronicle Live.
The retailer is positioning itself as a practical ally for cost-conscious shoppers. With the Live Healthy logo, a restructured store layout, and clear messaging from senior leadership, Aldi is making a direct push to own the healthy-eating-on-a-budget space in UK grocery retail.
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