By Islam El-Sakka
Aldi and Channel 4's competition show "Aldi: The Next Big Seller" has returned after a hiatus, featuring six British food and drink suppliers competing for a spot on Aldi shelves. The winning product becomes available in stores the next morning.
Winning Product: Yellow Submarine Almond Kisses
Social enterprise bakery Yellow Submarine won the first episode's sweet treats week with its almond kisses. The handmade biscuits, rolled in sugar and shaped into crescents, earned a Great Taste Award in 2025. The bakery provides work experience for adults with learning disabilities and autism. Packs of four cost 99p and launch in Aldi stores nationwide on Friday 6 November as a Specialbuy. Aldi will donate £1 to the charity for every pack sold.
Other Contestants' Products Available Online
Several losing contestants also sell their creations online. The Edible Museum offers realistic chocolate slugs and leeches for £38 per box of 14. Ai No Mochi sells Japanese mochi balls with Western fillings, starting at £30 for a box of 16 on Not on the High Street. Barfi Bites offers chocolate bonbons filled with Indian barfi, from £12.99 for six. The Cocoabean Company sells stuffed Belgian chocolate bars from £13.45, including a pistachio, strawberry marshmallow and knafeh bar. Waffle Jack's provides American-style waffles with various toppings, starting at £7.95 for three.
Show Format and Hosts
The show, hosted by Anita Rani and new co-host Jimmy Doherty, tasks suppliers with impressing Aldi's chief commercial officer Julie Ashfield. The format combines elements of Dragons' Den, The Great British Bake Off, and MasterChef. The first episode focused on sweet treats, with future episodes likely to cover other categories.
