Ready for the bug time?
IS it even possible to succeed anymore if it’s not via a TV talent show?
This latest format sees smallscale British food and drink producers pitch to Aldi in the hope of winning a life-changing contract to supply nearly 1,000 stores nationwide.
Anita Rani and Chris Bavin host this surprisingly compelling show that is also a genius advert for Aldi.
From camel’s milk to dessert sushi, and from crisp-filled chocolate bars to Yorkshire pudding beer, each innovative item must persuade the font of all Aldi knowledge – Julie Ashfield, managing director of buying. She knows exactly what makes a supermarket top seller, but this show has a playalong feel as the buyers are us – would we like it?
This episode covers the ‘dinner time’ category, as six suppliers pitch their ideas at Aldi HQ in the West Midlands.
“People are looking for restaurant quality foods in their own homes,” says Julie.
“I’m not looking for another lasagna or cottage pie, I’m looking for something that surprises me.”
She will be surprised. One supplier walks in with food made out of insects – they want to bring bugs to the mainstream, but are we ready for a cricket burger?
Also competing are an ambitious sauce-maker who whips up jars of authentic Chinese sauces from her two-bed London flat, a pie maker who wants to make the big time, two Italians who make pasta sauces, a woman pitching her gourmet children’s food and another whose Indian food is far superior to the usual ready meal.
Who will be the winner in the end? Well, Aldi, that’s for sure.