Aldi is joining the ‘protein war’ between supermarkets with the launch of 20 new products. “An attack on the only point where the others are vulnerable: the price”

Is the ‘protein hype’ past its peak? Nothing could be further from the truth. A real protein war is raging in the supermarkets. After Carrefour, discounter Aldi is now also throwing a large load of ammunition into the fray: 20 new private label products, from iced coffee to ready-made meals. Why are they only jumping on the bandwagon now? And is higher protein food also healthier or is it pure marketing? “For many people, that extra protein just means extra calories.”

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