Today, Aldi launches a range of 'green' wines - a collection of eight wines that are organic, carbon neutral or made without added sulphur.
The move is part of the company's plan to attract middle-class shoppers with rather more upmarket products.
Demand for organic produce is rising steadily year on year, and Aldi reckons that the wines will appeal to what it calls the 'wholefoods generation' - young shoppers who care about the environmental impact of their food and drink. They all cost under £8 a bottle and are available in stores nationwide and online at www.aldi.co.uk.
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So what's on offer?
Organic Prosecco DOC 2016, £7.99
Made using organic cane sugar, this prosecco is suitable for vegetarians and vegans. It's complex and fruity, says Aldi, with notes of pear, green apple and honey.
Jean Claude Mas Estate Organic Sud De France 2016, £6.99
This white wine has been created by renowned winemaker Jean Claude Mas especially for Aldi. With a rich and fruity taste, it has citrus and white flower notes, and is suitable for vegetarians and vegans.
Jean Claude Mas Classic Organic Vin Blanc 2016, £5.99
From the same winemaker, this wine is bursting with fruity flavours and aromas of pineapple and lychee. Smooth and refreshing, it goes well with seafood - though, again, it's suitable for vegetarians and vegans.
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Toro Loco Organic 2015, £4.99
Aldi's well-known 'crazy bull' wine has now had an organic makeover and is suitable for vegetarians and vegans. Fresh and juicy, it's the perfect partner to pasta and burger dishes, says Aldi.
Carbon neutral wines
80 Acres Carbon Neutral Shiraz Viognier 2015, £6.99
This red has plum and blackberry flavours, with dark chocolate notes. Suitable for vegetarians, it's been produced in a way that eliminates any negative impact on the environment during every stage of the winemaking process.
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80 Acres Carbon Neutral Cabernet Shiraz Merlot 2015, £6.99
This shiraz merlot has an underlying hint of dark chocolate and blackcurrant aromas, with a velvety finish. It's suitable for vegetarians.
'No sulphur added' wines
Origin Pure No Sulphur Added Cabernet Sauvignon 2015, £5.49
Hailing from South Africa's Western Cape, this deeply coloured cabernet sauvignon has rich vanilla oak and dark plum flavours. Made using natural farming techniques and with no sulphites, it's suitable for vegetarians and vegans.
Earth's Essence No Sulphur Added Shiraz, £6.99
This special shiraz is naturally preserved using wood from the rooibos and honeybush plants, resulting in a pleasant sweetness. The aromas of blackcurrant, forest floor and spice make it an intense but satisfying pairing for a hearty beef stew, says Aldi.