Aldi will start a new promotion next week that will allow customers to buy a full box of food, but here’s the catch: What’s inside is completely unknown.
The Germany-based company with U.S. headquarters in Batavia, Illinois, says it’s going forward with its own Aldi Blind Box promotion to go along with the blind box trend that’s been growing in popularity. A blind box is a lot like a mystery box: What’s inside is a secret, and the outside of the box may be categorized, such as toys or beauty. In Aldi’s case, the boxes are marked protein, snack, fiber and mystery.
The blind box trend has also been done by Labubu maker Pop Mart and Sonny Angel, according to a report from the Economic Times. Target has also established its own blind box promotion.
“The ALDI Blind Box taps into the excitement our fans already feel walking our aisles,” Bridget Kozlowski, director of communications at Aldi, said in a statement. “Our shoppers come to ALDI for value, but they also come for discovery. From viral Aldi Finds to tried-and-true products shoppers love to tell their friends about, people love the thrill of discovering something new here. With surprise unboxings more popular than ever, this is our way of helping customers discover even more favorites.”
Aldi’s blind box promotion begins Monday, June 22 and lasts through Thursday, June 25. An Aldi Blind Box will be released each day at 12 p.m. EDT/11 a.m. CDT and customers can visit the Aldi Blind Box website to get their free box with one of four themes. Customers can also follow Aldi’s USA account on Instagram to get a heads up on which box will come next.
Here are the different themes customers can expect: