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Aldi taking on dieting brands with new ready meals range

| International retailers

Aldi is taking on well-known dieting brands such as Slimming World and Weight Watchers with a new own label range of low calorie and low fat ready meals.

The new ‘Slim Free’ range looks similar to Iceland’s popular Slimming World range but claims to have less calories and are a third cheaper at £1.99 a meal.

There are five meals in the new range: Chicken Tikka Masala, Spicy Moroccan Vegetable Stew, Meatballs & Pasta, Chicken Saag, and Three Bean and Vegetable Chilli.

Julie Ashfield, Joint Managing Director of Corporate Buying at Aldi, commented: “Our Slim Free ready meal range is aimed at customers who enjoy healthy eating without compromising on taste or quality.”

Earlier this month, Aldi launched a new range of ‘Specially Selected’ ready meals with aim of challenging more upmarket brands. The discounter said its offering was inspired by the Charlie Bigham’s ready meal range, with it claiming its new line tasted just as good but cost nearly 50% less.

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