NEW RESEARCH FROM ALDI REVEALS THE UK’S GREAT GRAVY DIVIDE

Forget a subtle splash of gravy on a Sunday roast — Edinburgh residents are giving it a starring role at their weddings, Liverpudlians are drinking it and Londoners are pouring it over their breakfast.

That’s according to new research from the nation’s cheapest supermarket, Aldi, which surveyed 2,000 UK adults to uncover the nation’s highly specific gravy habits and map out the UK’s regional ‘gravy personalities’. The campaign is the brainchild of Clarion Communications after finding out nearly 13 million jars of gravy have flown off Aldi shelves in the past two years. Nearly a quarter (24%) admit they would secretly judge someone for not liking it, while running out of gravy at the dinner table was voted the #1 worst roast dinner disaster (44%), beating running out of roast potatoes (22%) or meat (21%).

To help settle regional debates once and for all, Aldi has unveiled the first ever Great British Gravy Map, categorising the nation’s preferences into five distinct regional shades and strengths: 

• Level 1 (Pale Cream/Light Golden Tan): Londoners favour the nation’s lightest, most delicate pour 
• Level 2 (Warm Amber/Light-Medium Brown): Scotland, Wales & Northern Ireland stick to a classic, smooth warm amber finish 
• Level 3 (Classic Medium Brown): The Midlands takes the middle ground with a traditional, medium-rich brown 
• Level 4 (Rich Chestnut/Deep Brown): The South East & South West demand a richer, darker chestnut hue 
• Level 5 (Deep Espresso/Charcoal Brown): The North takes top spot for strength, insisting on a pitch-black, spoon-standing-up thickness 

However, it’s not just colour and thickness where regional opinions clash. The poll also revealed some eye-opening regional habits across UK cities: 

• 35% of Liverpudlians love gravy so much they claim they could handle drinking a full mug of it straight 
• Over a third of Londoners (35%) admit they would happily eat gravy with their breakfast 
• 31% of Brummies admit they would bring their own homemade gravy with them when eating at a pub or restaurant 
• Nearly 1 in 5 Edinburgh residents (19%) say they would have a gravy fountain at their wedding 
• Over a third of Welsh residents (34%) love gravy so much they admit to packing it in their suitcase when going on holiday 
• More than 1 in 10 Bristolians (12%) secretly add beer or ale into their gravy for a boozy savoury twist 

To help settle the score once and for all, the Great British Gravy Map brings the UK’s ultimate gravy divide to life, charting the nation’s preferences from shade to strength, proving that when it comes to the perfect pour, every region has its own rulebook. 

Julie Ashfield, Chief Commercial Officer at Aldi UK, says: “Gravy sits at the heart of British home cooking, and our research shows every region has its own take on the perfect pour. Whether shoppers prefer it light and golden or dark and thick, Aldi’s Quixo range delivers great taste at unbeatable value.” 

Aldi’s award-winning gravy range including the luxury Specially Selected Gravy (£2.97, 500g) and great value classic, Quixo Gravy Granules (99p, 300g) is available now in stores nationwide.  

Consumer research conducted by The News Generation on behalf of Aldi UK. Total sample size: 2,001 UK adults. Fieldwork was carried out in September 2026. The survey was conducted online and is nationally representative.

Source: Clarion Communications

  Aldi, Clarion Communications