Sainsbury's bosses were not happy with Aldi's claims
A national advert for Aldi claiming the discounter was the “home of Britain’s cheapest Christmas dinner” misled consumers, a watchdog has ruled.
Aldi acknowledged that Which? had found that the price difference between Aldi and the second-cheapest supermarket, Lidl, was 4p, and so had also given Lidl a “Budget-friendly Christmas Dinner” award.The group said it used weight “ranges” in all their grocery pricing analysis as there tended to be little consistency in the weight of own-label groceries across supermarkets, but these tended to be small, and Which? made sure to review and sense check them.
Furthermore, it said the ad’s text that the overall comparison related to seven UK supermarkets, and not all of them, was “so small that many readers would overlook it”. “While Aldi was technically the cheapest, this was by a negligible amount, and we considered that it was information that was likely to influence consumers’ understanding of the claim and any transactional decision they might make because of it, since their choice of which supermarket to visit would also be impacted by other factors such as their relative distances or transport costs.
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