Aldi has launched what it claims to be the world’s first lickable pigs in blankets wrapping paper, adding an inventive twist to the festive season’s gift-wrapping tradition. Inspired by the retailer’s Specially Selected Double Wrapped Pigs in Blankets, this limited-edition wrapping paper is designed to offer a unique sensory experience, combining taste, smell, and visually festive charm. The wrapping paper features a pastel pink colour adorned with holly and snowflake patterns and carries the smoky, savoury flavour and aroma of the beloved Christmas treat, mini sausages wrapped in bacon.

This innovative wrapping paper comes with peel-back stickers that reveal its lickable surface, providing a novelty way to enjoy the festive season beyond the usual culinary experience. Aldi’s chief commercial officer, Julie Ashfield, said the idea stemmed from the popularity of pigs in blankets as a holiday favourite and the success of their award-winning Specially Selected version. She described the lickable wrapping paper as "the perfect way to spread extra joy on Christmas Day," highlighting the playful and celebratory nature of the product.

Consumers interested in obtaining a roll of the limited-edition lickable wrapping paper can enter an exclusive competition by emailing Aldi with their full name. The competition opens on 24 November and closes on 1 December 2025, with winners notified by 12 December 2025. This promotion not only adds a fun dimension to gift presentation but also ties into Aldi’s broader festive marketing strategy, which includes other new seasonal offerings like a Chocolate Orange Bombe dessert and a Yorkshire Pudding Wrap, further emphasising their focus on innovative, festive food products.

Aldi's announcement coincides with significant expansion plans for the UK market, as the retailer revealed it will open 16 new stores by 12 December, creating approximately 40 new jobs per location. It also disclosed a doubling of its investment to £1.6 billion over the next two years, with an ambition to open 40 stores annually. This growth investment signals Aldi’s confidence in the competitive landscape as it seeks to bolster its presence and customer base, particularly during the crucial Christmas period.

With this inventive lickable wrapping paper, Aldi is stepping beyond traditional seasonal promotions, blending experiential marketing with culinary delight. While the concept may raise eyebrows and invite curiosity, it underscores the retailer’s commitment to creating memorable and engaging holiday experiences for shoppers, capitalising on the popularity of pigs in blankets as a Christmas staple.