ALDI will lower prices on several own-brand juices and potato chips from 10 December.
The cuts are permanent and apply across roughly 4,200 stores, covering RIO D’ORO juices, organic options and SUN SNACKS potato chips.
The biggest reductions sit in the juice aisle.
RIO D’ORO Mild Juice drops to €1.39 from €1.59.
Organic orange juice also moves down by 20 cents.
Six-packs of RIO D’ORO fruit juice fall from €3.95 to €3.55.
Chips follow the same pattern.
SUN SNACKS salted and paprika variants drop to €0.99 from €1.19.
Kettle chips, light chips and riffle chips fall by 10 cents.
Tortilla chips move to €1.49 from €1.59.
Why It Matters
ALDI usually moves early in price cycles, and this cut lands at a moment when shoppers across Europe are still managing tight budgets.
Lower prices in two high-volume categories — fruit juice and snacks — can shift weekly baskets quickly.
The timing is also strategic.
These items peak during Christmas and New Year gatherings.
Cheaper multipacks and juices give ALDI a clean value message at the start of the holiday season.
ALDI’s own-brand strength plays a central role here.
RIO D’ORO and SUN SNACKS are core private-label ranges, and reducing their prices strengthens ALDI’s value proposition without depending on supplier negotiations.
It also fits the wider momentum of Private Label Trends Europe, where customers continue to trade down from brands but still expect consistent quality.
In Germany, private label already sits at some of the highest penetration levels in Europe.
This move supports the broader pattern documented in Private Label Growth in German Supermarkets, where discounters keep gaining share by passing savings on earlier and more aggressively than full-line chains.
From a competitive view, these cuts may put pressure on REWE, Edeka and Lidl.
Discounters often set the tone in price-sensitive categories, and branded suppliers will watch closely to see whether these reductions ripple through promotional calendars or trigger matching campaigns.
For suppliers, it signals that juice and snack segments may see renewed price tension going into early 2026.
Private-label manufacturing partners for ALDI will need to manage costs carefully, especially those working on organic and premium juice formats.
What Happens Next
The new prices go live on 10 December.
If footfall lifts during the holidays, ALDI could extend reductions into more everyday categories early next year.
Other retailers may also respond if the cuts gain shopper traction.
The coming weeks will show whether this becomes a seasonal gesture or the first move in a broader winter price reset.
