Can doughnut firm be Aldi’s next big thing?

Doughnut firm Project D is set to be featured in a new television series in which they will pitch for a spot on the shelves of supermarket giant Aldi.

Called Aldi’s Next Big Thing, the six-part Channel 4 show, which starts tonight, sees suppliers compete from categories such as dinners, baked goods, treats and store cupboard essentials.

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 whittling contestants down to just two.

The finalists are then given four weeks to address any feedback, before presenting improved products to Julie who decides which product will appear as a ‘Specialbuy’ in 970 stores.

Project D beat off competition from hundreds of hopefuls to appear on the show, which is hosted by Anita Rani and Chris Bavin.

The business was founded in Derby in 2018 by Max Poynton, Jake Watts and Matthew Bond.

Inspired by the US’s 24-hour doughnut demand they began making their own doughnuts, which they sold at small, local markets and events.

The business has since evolved – it has a state-of-the-art custom bakery and a 100-strong workforce.

Now, Project D is looking to take the next step into the world of retail, as it competes for a life changing contract to stock Aldi stores nationwide.

Aldi’s Next Big Thing starts at 8pm tonight on Channel 4 and will run until 24 November.