Freddie’s Farm hits Aldi shelves after winning ‘Aldi’s Next Big Thing’ TV show – Reuters


Freddie’s Farm products have officially arrived on Aldi’s shelves after beating hundreds of other competitors on the latest episode of Channel 4’s ‘Aldi’s Next Big Thing’ TV show.

The healthy confectionery brand offers fruit and vegetable snacks for children, made only with British produce, mainly from their own orchards and fields in Kent.

The show’s episode theme based around the German discounter was ‘wholesome and wholesome’ and saw this range of locally sourced fruit snacks earn a place in Aldi stores nationwide.

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Available in boxes of 5 x 20g packets with an RRP of £2.29, Freddie’s Farm offers children’s snacks ‘with a difference’.

Wrapped in paper wrappers and using only fresh fruits and vegetables (never concentrates or purees), the items contain no added sugar and benefit from a special patented process that reduces “free” sugars compared to other children’s fruit snacks on the market.

Hosted by Countryfile’s Anita Rani and Britain’s Best Home Cook’s Chris Bavin, hopeful food and drink purveyors vie for a spot on Aldi’s shelves, before Julie Ashfield, chief purchasing officer at Aldi UK decides the winner.

The discount supermarket has very rigorous criteria for its wholesome and healthy category and Charlie and Laurie Fermor impressed the judges from the start with the taste of their snacks, their paper packaging and their health credentials.

With everything grown, dried and packed just yards from the couple’s home, the carbon footprint has also appealed to Aldi, which has strict sustainability targets and has been a carbon-neutral company since 2019.

However, to secure the contract, the small company had to expand significantly to meet the order of nearly 400,000 packs, more than 10 times larger than its previous largest order.

“When Freddie [now 6] was small, we didn’t like the snacks that were on the market, so we started Freddie’s Farm,” said Freddie’s Farm co-founder Laurie Fermor.

“The drying process has been perfected for a long time, so it’s quite special. We try to retain the flavors you get in raw fruits and vegetables.

“As a result, we have less free sugars, which helps prevent kids from having sugar highs and crashes, which we certainly like to avoid with our two [children] at all costs.”

Julie Ashfield, General Manager of Purchasing at Aldi UK, said: “This is a fantastic product. It just ticks every box. It is made in Britain by British farmers, from British products. It’s a healthy snack that I would be happy to give to my children.

The news comes as Aldi is struggles to meet its commitment to sustainable development to make all own-brand packaging recyclable by the end of 2022.


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