Aldi trumpets upmarket steaks with tactile labels

Global packaging firm Coveris has pioneered a new printing process used in the launch of Aldi’s 100% British Aberdeen Angus steaks. 

Unveiled at the end of September, the launch forms part of the discounter’s premium Specially Selected range.

Combining multiple decorative effects in-line, the printing system works to add a fourth, tactile dimension to the labels to offer a further premium look and feel.

The product launch comprises four British beef steak lines, which are matured for 30 days using Himalayan salt. Aldi claims that it sells more than half a million British beef steaks every week.

Designed to stand out on shelf, the labels are produced using a process that blends an innovative and complex mix of inks, varnishes and foil in-line using a newly developed method of application.

The labels include the application of a silkscreen varnish, designed to create a glossy, tactile stamped effect. Further varnishes and cold foil have been combined to convey a multi-sensory, luxury appearance.

The process created new opportunities to produce more complex designs and premiumisation techniques, claimed Coveris.

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