Aldi’s ‘Ambassador of Joy’ helps keep The Bubble floating

20 August 2026

Aldi has appointed London bus driver and local legend Ricki Reid as its new ‘Ambassador of Joy’, celebrating the smiles and laughter he has brought to passengers on his route from Finsbury Park to Whitechapel.

Ricki became known for blowing bubbles from his bus, earning him the nickname ‘the bubble bus’ from some of his younger passengers. After being asked to stop the bubbles, Aldi stepped in to celebrate Ricki’s joyful legacy and help keep the bubbles floating.

As part of the celebration, Ricki visited Aldi’s Arena Shopping Park store in Finsbury Park, greeting shoppers and bringing his trademark smile and bubble magic with him.

But the story doesn’t stop there. Aldi is also making a donation to The Bubble Foundation, helping us continue supporting babies and children born with severe, life-threatening immune deficiencies, as well as their families while they are living in a sterile bubble room

For more than 34 years, The Bubble Foundation has been helping children facing lengthy hospital stays and life-saving stem cell transplants. Aldi’s support will help us continue bringing play, joy and family support to children when they need it most.

Dan Clark, Trustee of The Bubble Foundation, said:
“It's lovely to think that Ricki’s joy has now spread beyond the 106 bus route and is now helping children from all over the UK and Ireland facing months of isolation while receiving life-saving stem cell transplants.

“Thank you, Ricki and Aldi, for helping to keeping the bubble floating"

Julie Ashfield, Chief Commercial Officer at Aldi UK, said: “Ricki is a real pillar of his local community and has brought so much joy to Londoners over the years, so what better way to celebrate him than by making him our Ambassador of Joy at a store he passes every day? 

“We’re delighted to help keep the smiles – and bubbles – going, while also supporting the brilliant work of The Bubble Foundation and the families it helps.” 

Sources and links:

https://www.aldipresscentre.co.uk/product-news/aldi-makes-ricki-reid-ambassador-of-joy-at-local-finsbury-park-store-after-beloved-bus-driver-is-asked-to-stop-blowing-bubbles-on-his-london-route/

https://www.independent.co.uk/news/uk/home-news/ricki-reid-bus-driver-bubbles-ban-finsbury-park-b3036983.html

https://www.retailgazette.co.uk/blog/2026/08/bus-driver-aldi-bubbles/

https://london-post.co.uk/londons-beloved-bubble-bus-driver-named-aldi-ambassador-of-joy/