Aldi’s Chinese Meals Surge Thanks to BBC’s Travel Show

Qamar Shahzad

2 weeks ago

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.

Aldi’s Chicken Curry ready meal with egg fried rice sees a 94% sales spike after BBC’s Race Across the World sparks nationwide Asian food cravings.

Aldi Asia Specialities Chicken Curry with Egg Fried Rice ready meal. — Aldi’s Chicken Curry ready meal with egg fried rice sees a 94% sales spike after BBC’s Race Across the World sparks nationwide Asian food cravings.

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