Aldi’s Chinese Food Sales Skyrocket Thanks to Hit TV Show
By Qamar Shahzad — May 25, 2025 — Food & Lifestyle
Move over, takeout, Aldi’s budget-friendly Chinese ready meals are having a moment, and it’s all thanks to BBC’s Race Across the World. Since the show’s new season kicked off, featuring contestants trekking across Asia on a shoestring budget, Brits have been rushing to Aldi to recreate those flavors at home.
The Numbers Don’t Lie
- Chinese Curry Ready Meal – 94% sales spike (now £2.49 for 400g)
- Oriental Cooking Sauces – 27% jump (starting at just 49p)
- Medium Egg Noodles – 48% surge vs last year (75p for 250g)
Why This is Happening
- TV-Inspired Cravings – Race Across the World is making viewers hungry for authentic Asian eats.
- Cheaper Than Takeaway – Aldi’s meals cost a fraction of delivery apps.
- Quick & Easy – Ready in minutes, no chopping or stirring required.
What’s Selling Fast?
- Fusia Chicken Fried Rice – Tastes like takeout, costs way less
- Chicken Lo Mein – A saucy, noodle-heavy crowd-pleaser
- Sweet & Sour Sauce – For DIY stir-fry nights
What Aldi’s Saying
Julie Ashfield, Aldi UK’s Chief Commercial Officer, put it perfectly:
“Our customers love discovering global flavors, especially when they’re easy to make and great value. The ‘Race Across the World effect’ is real!”
The Bigger Trend
This isn’t just about Aldi, it’s proof that TV shapes what we eat. After Salt Fat Acid Heat sent everyone hunting for miso, and The Bear made Italian beef sandwiches a thing in the UK, now Race Across the World is driving a Chinese food boom.
References: aldipresscentre
