Aldi UK has launched a new national marketing campaign to promote its private label protein range, linking everyday grocery shopping with health and fitness themes. The initiative was announced on 22 January 2026 and focuses on the retailer’s own-brand protein products and selected Specialbuys fitness items.
The campaign includes a partnership with three-time World’s Strongest Woman winner Rebecca Roberts, who features in promotional activity highlighting protein and fitness-related ranges.
According to consumer research referenced by Aldi, 49% of shoppers are currently trying to increase their protein intake, while 77% actively look for high-protein products during their weekly supermarket shop.
The retailer said the campaign presents protein products as part of everyday grocery shopping rather than specialist sports nutrition. It also links the promotion to seasonal health trends, including increased gym activity and reduced alcohol consumption during January.
The promotion highlights several private label products, including protein granola, protein yogurt pouches and high-protein dessert items. The discounter is also connecting the campaign with its non-food Specialbuys fitness assortment.
Aldi added that a typical filled shopping bag weighs between 6kg and 10kg, using this data point to link regular shopping activity with physical movement as part of the campaign messaging.
The campaign reflects a wider focus across UK supermarkets on expanding own-brand protein and better-for-you product ranges as demand for functional food categories continues to grow.
About Aldi UK
Aldi UK is the British arm of the German-owned Aldi Süd group and entered the British grocery market in April 1990, opening its first store in Birmingham. Since then, the retailer has grown into one of the largest players in the UK supermarket sector, built around a value-focused model and strong UK private label offering.
By late 2025, Aldi UK operated more than 1,070 stores nationwide and held an estimated 10–11% share of UK grocery sales. The company has also outlined long-term plans to expand its estate to up to 1,500 stores across the UK.
Editor’s Note: This article is based on information provided in Aldi UK’s official campaign announcement and supporting consumer research released on 22 January 2026.
