Will Englander and Lucy Hilton, from London, will appear on Channel 4’s ‘Aldi’s Next Big Thing’ on Tuesday 7th May, 8pm.
The duo are co-founders of The Root Co., a startup producing artisanal ginger beers.
Will started the business after spotting a gap in the market, finding regular ginger beers too sweet and fizzy, and ginger shots too small, sometimes too harsh – and always in plastic packaging.
During lockdown, he brewed a few experimental batches on the weekend whilst working as a management consultant. The idea was simple: create a Ginger Beer x Ginger Shot hybrid, with a simple, spicy recipe and fresh juice.
By Feb 2021 he’d left his job and launched his first canned Ginger Beers in May. Staying true to the original kitchen recipe and using just five ingredients, the product contains fresh ginger & lime juice, mixed with water, maple syrup & fresh mint.
Will, Lucy, and their Ginger Beer, were picked from hundreds competing for a contract to be stocked in Aldi stores nationwide.
Presented by author and broadcaster Anita Rani and Chris Bavin, of BBC’s The One Show and Eat Well for Less, the six-part series will see suppliers compete in a range of categories including dinners and baked goods, as well as exciting new category additions: party, world, and confectionery.
Products are presented to Julie Ashfield, Managing Director of Buying at Aldi UK, who deliberates on factors such as price, packaging, shopper demand, and the ability to scale up, before shortlisting contestants down to just two.
Finalists are then given four weeks to address any feedback, with a follow-up home visit from Anita or Chris who will report back their findings to Julie. The three then taste test the improved products, before Julie decides the winner which will appear as a Specialbuy in over 1,000 stores.
Julie Ashfield, Managing Director of Buying at Aldi UK, says: “What’s exciting about this category is the creativity and ingenuity we see. In terms of trends, there’s gut health, menopause support, plus advances in plant-based products and functional foods and drink. We’re looking for something that ticks the box of healthy and nutritious but also has all the flavour and innovation that our customers love.”
Will says: “The ginger beers I was having when I was swerving pints at the pub didn’t have that nice fiery ginger kick. What makes our ginger beer different is that we work with a very simple recipe, using fresh ginger. It’s really good for your immunity and digestion. To have our product stocked in Aldi, knowing my friends and family in far flung areas of the country could buy them, would be phenomenal.”
The multi-category competition is part of Aldi’s ongoing commitment to support British suppliers. Last year, Aldi spent an additional £1.3 billion with British suppliers and growers, and they provide more than three quarters of all items sold in its stores.
The supermarket has also introduced a ‘Best of British’ section to its website, which includes a wide selection of groceries from meat to dairy products and everyday essentials, in a bid to help shoppers support British businesses.
To find out if Will and Lucy’s Ginger Beer made it onto Aldi’s shelves, watch Aldi’s Next Big Thing on Channel 4 on Tuesday 7th May.
