ALDI

ALDI, short for ‘Albrecht Discount,’ is a discount supermarket chain based in Germany founded by brothers Karl Albrecht and Theo Albrecht in 1913. Karl has since retired and is Germany’s richest man. Theo was Germany’s second richest man until his death in July 2010. The Aldi group operates about 8,210 individual stores worldwide. A new store opens every week in Britain alone.

Originally Aldi stores were ridiculed as being cheap shops selling low-quality goods, and that Aldi’s customers were mostly people who could not afford to shop elsewhere. Gradually many German consumers discovered that the poor reputation of Aldi’s products was either undeserved or economically justifiable. This shift in public perception was boosted by actions like a series of cookbooks that only used Aldi ingredients, which led to the emergence of a kind of Aldi fandom into parts of the German mainstream.

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