Shoppers are racing to Aldi to recreate the flavours of BBC One’s ‘Race Across the World,’ driving a surge in Chinese food sales.
The supermarket saw a 94% spike in demand for its Chinese Curry Ready Meal (£2.49, 400g) following the first two episodes of the new series airing.[1]
Sales of its Oriental Cooking Sauces (from 49p) also jumped 27%[2], while Medium Egg Noodles (75p, 250g) saw a 48%[3] year-on-year sales increase last weekend.
The surge coincides with the return of the show’s fifth series, with the first two episodes airing on 23rd and 30th April.
Contestants embark on a 14,000km journey from the Great Wall of China to the southern tip of India, navigating Asia’s diverse landscapes and cultures without flights, smartphones, or credit cards — all on a strict £22 daily budget.
The series sees contestants sample local dishes, from street food to regional specialities, to fuel their journey.
Julie Ashfield, chief commercial officer at Aldi UK, says: “We’re seeing a clear ‘Race Across the World effect’ as viewers are inspired by the cultures and cuisines featured on screen. Our customers love discovering new global flavours, especially when they’re easy to prepare and great value. We’re proud to bring a taste of that adventure into people’s homes.”
Aldi offers a wide range of authentic and affordable Asian-inspired dishes, helping households turn their midweek dinners into culinary adventures, without the need for a passport.
Shoppers can pick up Aldi’s Chinese favourites in stores now. The next Race Across The World episode airs on BBC One Wednesday 8th May.
