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Award winning TV chef Phil Vickery has joined forces with Aldi, the premium discounter, to tackle the effects of the credit crunch on the nation’s eating habits.

Phil will be working with Aldi to bring simple, restaurant quality food to customers at prices that won’t break the bank.

To mark the start of the long term partnership, Aldi commissioned research into how the nation’s eating habits have changed over the last six months. Worryingly, one in five Brits are now cutting down on quality in a bid to save money.

The research also showed that half of Brits are now actively trying to spend less money on grocery shopping and 45% are starting to take packed lunches to work rather than buying ready made food in a bid to beat the credit crunch.

From September the family favourite chef will star in Aldi’s TV advertising campaign as well as inspiring families to create simple, easy to cook, restaurant quality dishes at home via weekly recipes and a series of podcasts.

Phil’s food philosophy is that a great tasting dish can be made using a few simple, quality ingredients. Aldi has introduced 40 additional products recommended by Phil to ensure customers can pick up all the ingredients required to create his dishes in store. He is also providing advice on potential new products.

Phil comments, “It’s all about keeping it simple. People tend to overcomplicate cooking, which is one reason convenience foods are growing in popularity. As a family man I understand there are times when convenience is necessary but I also want to show that it is possible for families to regularly cook tasty dishes that offer real value.

“With everyone’s purse strings tightening, Aldi offers a genuine alternative to sacrificing quality for low cost. I have been surprised by the quality of the food on offer. The Specially Selected King Prawns, for example, are excellent value - as a restaurant chef I couldn’t buy these at the price Aldi offers. The Lamb Shanks are also fantastic - I know chefs who couldn’t cook them as well.”

Paul Foley, managing director of Aldi UK, said: “Phil was the obvious choice for us; the nation recognises him as a down-to-earth chef who upholds family values and advocates simple, good food over unnecessary frills, without compromising on quality. They are the values that Aldi champion.

“Families are starting to recognise that there are viable alternatives to convenience cooking. The increase in footfall in Aldi stores in recent months shows that people’s attitudes are changing. The average shopper is much savvier than a few years ago. Phil has already come up with some great ideas that will be used to help the nation create simple food at fantastic prices.”

The first Aldi TV advert starring Phil Vickery will air nationwide on 15th September. To view the recipe podcasts and cook along with Phil visit www.aldi.co.uk

ENDS

NOTES TO EDITORS:

Exclusive Phil Vickery recipes and images are available for your readers. Please contact the Press Office for more information.

A 'Cook along with Phil' podcast is available to upload or link to your website. View online at www.aldipresscentre.co.uk for journalists or www.aldi.co.uk for consumers. For the code to embed into your site, contact the Press Office

The research for Aldi was carried out online by Opinion Matters / Tickbox.net between 14.08.2008 and 18.08.08 amongst a nationally representative sample of 1172 UK adults aged 16+. Tickbox.net adheres to and follows the codes of the MRS (Market Research Society) and is fully registered and compliant with the Data Protection Registrar.

Media enquiries contact:

Victoria Blakeley or Caroline Peers on 0161 238 9427
Email: aldistores@webershandwick.com

This press release was distributed by ResponseSource Press Release Wire on behalf of Weber Shandwick (Manchester) in the following categories: Women's Interest & Beauty, Food & Drink, for more information visit https://pressreleasewire.responsesource.com/about.