Blackburn snack firm lands Aldi listing after impressing on TV

By Tim Aldred

25 Apr 2024

Cluster Club Aldi

A Blackburn-based snack manufacturer has secured an order for 100,000 packs after featuring on Aldi's Channel 4 show.

Yasir Patel pitched his Cluster Club snacks to the supermarket head buyer on the most recent episode of Aldi’s Next Big Thing.

In the episode, the supermarket gave the thumbs up to the nutritional, on-the-go, ‘cluster’ snacks - which are made with a combination of 50 per cent premium tree nuts and finest Belgian chocolate.

But first, Yasir was tasked with improving his packaging format, so it stood out better in stores. After also learning that he’d lost his usual manufacturer during filming, he returned to Aldi HQ with a bigger pack format and robust new production factory, to secure an order to supply his snacks to more than 1,000 Aldi stores nationwide.   

The family-owned snack company beat five other hopefuls in landing the coveted contract, including the world’s first cocoa-free chocolate, Vegan toffee and CBD gummies. 

Yasir, founder of Cluster Club, says: "I put everything I have into this opportunity — money, sweat, time and effort. All the hard work was worth it as I am now a supplier for Aldi. How do I even put that into words? I am living a dream!"

Julie Ashfield, managing director of Buying at Aldi UK, says: "Yas has been on a really challenging journey. He lost his manufacturer but picked himself back up and managed to organise an alternative production site. That’s really impressive, so I want to see this product do well."

In the show, which is hosted by author and broadcaster Anita Rani, and Chris Bavin of Britain's Best Home Cook and Eat Well for Less, hopeful suppliers compete for a space on Aldi’s shelves before Aldi’s managing director of buying Julie Ashfield decides on the winner.

Enjoyed this? Read more from Tim Aldred

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