How Aldi is taking on US supermarkets with its $4 almond butter - BBC News

The German supermarket's $9bn US push targets urban hubs like Manhattan. Can its discount model match Walmart?

Image source, Francisco Velasquez/BBCImage caption, Mary Porter shops at Aldi's new Manhattan location in New York City for the first time

When Mary Porter walked into Manhattan's newest Aldi store hunting for bargains, the long-time resident found what she considered a retail miracle in plain sight: a $4 jar of almond butter that costs $22 in her own neighbourhood.

"Aldi has the reputation for being inexpensive, so I thought I would come and check it out, and by golly, it is amazing," Porter, 79, told the BBC, marvelling at the savings alongside the fresh spinach and organic raspberries filling her basket.

To the unassuming passer-by, the storefront is completely hidden, tucked away in an underground car park beneath The Ellery, a luxury apartment complex where the cheapest rent starts at nearly $5,000 (£3,725) a month.

In fact, the building's own website completely omits the grocer from its curated online neighbourhood guide, choosing instead to highlight pricier nearby options like Whole Foods and Brooklyn Fare.