Aldi continues with it’s strategy to selectively list brand manufacturers in  Germany. Given the dominant position of Aldi in the German food retail market an entry is a potentially attractive opportunity for FMCG’s to grow their volumes in the German market. However first experiences of FMCG-manufacturers that do work with Aldi vary between frank success and challenges. For some companies low net volume growth and pressure on net prices in the traditional trade channel are an obstacle. This suggests that an entry at Aldi requires a comprehensive review of the strategy for volume growth across the Discount and Traditional trade formats in Germany. ADVENIAN is now supporting a European FMCG in the development of it’s business in the German market including Aldi, and the implementation of a strategy for accelerated growth in Germany.