Discount supermarkets Aldi and Lidl have become increasingly popular in recent years thanks to the affordable prices. In consumer group’s Which?’s latest research, an average basket from the discounters would cost customers £18.45.
“We are proud to be helping families throughout the UK by consistently providing the cheapest possible prices across our entire range of products.”
How do bigger shops compare?
Which? also compared a fuller trolley of 87 items, comprising of the original 19 as well as 68 other products.
This included a greater selection of branded products, which aren’t typically sold at Aldi and Lidl so their analysis was based on the supermarket giants Asda, Sainsbury’s, Morrisons, Tesco, Waitrose and Ocado.
These will include meat, chicken, fresh fruit and dairy.
The price reduction will also include flour, potatoes and steak.
Mark Given, Chief Marketing Officer, said the price reductions will be funded by a “significant investment” by the supermarket.
Mr Given added: “We recognise that giving customers good value is a core part of our strategy so will invest to keep prices low.
“When we’ve completed research, our shoppers have highlighted our quality and value for money, but with customers who also shop in other supermarkets we need to improve our price perception.
“We need to communicate this better with customers because the value is there.”
Tesco also recently launched their Aldi price campaign last year which sees Clubcard customers paying less for their favourite foods.
It was initially launched with 200 products but a lot more items are now included in the offer in-store and online.