The giveaway is on, as Aldi bets shoppers' love of mystery boxes extends to the grocery aisle.
The discount grocer, known for its low prices and private-label products, announced last week that it will give away free "Aldi Blind Boxes" for four days, with a limited number of mystery grocery packages available daily through AldiBlindBox.com.
A different-themed box will drop each day from Monday, June 22, through Thursday, June 25, at noon ET, and shoppers can claim one while supplies last.
The first round sold out quickly, with no more boxes available within minutes of the launch — leaving some on social media complaining they waited in the checkout line for nearly an hour only to be told the boxes had sold out as they waited in the queue.
"What's the point of using queuing for Aldi Blind Box if it can still sell out while you're finalizing check out," one user on X wrote on launch day.
"That Aldi blind box was sold out in 3 MINUTES. I'm pissed!" another lamented.
In a statement to Business Insider, Aldi representatives said demand for the boxes "blew us away."
"This was a record response — the day one Snack Blind Boxes were claimed almost instantly," Aldi said. "Our fans didn't just like the concept of blind boxes in grocery form — they loved it. For fans hoping to secure a Blind Box later this week, we're sharing helpful tips across our social channels ahead of the next drop."
On Instagram, the official Aldi account shared a warning to claim your box "the second the clock hits" the drop time, and said that if shoppers were redirected to a purchase queue, they were likely already too late.
The second giveaway box, launched Tuesday morning, sold out just as quickly.
The giveaway arrives as many Americans remain focused on stretching grocery budgets while also seeking foods that align with popular nutrition trends. Aldi's four themes include protein, fiber, and snack products, as well as a Mystery Blind Box, and will feature items such as meats, fresh produce, snacks, cheeses, and pantry staples.
The promotion also taps into the popularity of mystery-box shopping, which has fueled demand for surprise collectibles, beauty products, and other limited-time retail drops.
"Our shoppers come to ALDI for value, but they also come for discovery," Bridget Kozlowski, Aldi's director of communications, said in a statement. "People love the thrill of discovering something new here."
To get a box, shoppers must visit AldiBlindBox.com when each day's giveaway opens and submit shipping information, according to the FAQ. Aldi said it will reveal each day's theme on its Instagram account.
The catch: The boxes are first-come, first-served — and once they're gone, they're gone.
Representatives for Aldi did not immediately respond to a request for comment from Business Insider about the supply of boxes that would be included in the giveaway or whether the promotion might return later.
