Discount grocer Aldi has struck a deal with celebrity chef Phil Vickery as part of its quest to push its market share in the UK to 10 per cent.

Vickery will appear in the grocer’s TV ad campaigns and develop a range of recipes to promote its products.

Aldi has introduced 40 additional product lines on Vickery’s recommendation and will also review potential new products.

Aldi UK managing director Paul Foley said: “The Phil Vickery partnership with Aldi marks a significant development for our brand. As a chef he has strict quality controls and will only work with a business that has standards that reflect his own. This partnership sends a strong message to the market that Aldi will continue to build on its reputation of offering quality products at affordable prices.”

Aldi sales jumped 19.8 per cent in the 12 weeks to August 10, according to TNS. The discount sector accounts for a 5.6 per cent share of grocery spending at present. Aldi has recorded a 50 per cent rise in ABC1 shoppers over the past three months.

Foley added: “The past three months have seen a shift in shoppers’ habits that has led to an increase in our customer numbers. This partnership, as well as our business model, which allows us to offer the very best for less, will see us continue growth post crunch.”

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