Aldi price match schemes were among the deals offered by the traditional big four which came under the spotlight in a BBC Panorama investigation on Monday.
Of 122 price-matched products at Tesco, 37 contained at least five percentage points less of the main ingredient than Aldi’s, and only 12 contained at least five percentage points more.
In several cases the disparity was greater. Tesco Hearty Food Co chicken nuggets contained 39% chicken while Aldi’s Rooster chicken nuggets contained 60%. Tesco’s no-added-sugar double-strength apple & blackcurrant squash was made up of 6% fruit juices from concentrate, compared with the 20% in Aldi’s Sun Quench double-strength apple & blackcurrant squash. Tesco’s Stockwell & Co chilli con carne had 15% beef against Aldi Bramwells chilli con carne at 27%.
Tesco told the programme it had clear processes in place to ensure the hundreds of products in its price match scheme were comparable with Aldi’s. It said a higher proportion of any one ingredient didn’t necessarily indicate better quality.
An Aldi spokesperson said: “We have always said that the full-price supermarkets can try to match us on quality or price, but never both. The only place shoppers can get Aldi prices on high quality products is at Aldi.”
The Grocer has been reporting on discrepancies in the specifications of price-matched products at the big four and Aldi’s for a number of years.
Elsewhere, the programme noted Morrisons’ Aldi and Lidl price match scheme included fewer than 300 products out of 24,000 in one of its typical supermarkets. A family was filmed finding it “hard work” selecting price-matched items, while Morrisons’ ‘price-locked low’ shelf signs added confusion by using the same colouring as the ‘price match’ signs.
Morrisons said there were over 200 cupboard staples in its price match campaign and it had just added another 70 products. It said it had never implied it was tens of thousands, and that in recent weeks it had made it easier for customers to identity price-matched products using in-store signage.
The limitations of price match schemes is another area The Grocer has reported on closely.
The BBC One investigation also focused on loyalty scheme pricing, pack sizing and branded shrinkflation at the big four.
It showed steak from Sainsbury’s and cod from Tesco packed in a way that obscured the true size of the product. Sainsbury’s said the product weight was clearly labelled on pack. Tesco said its cod varied in shape and the packaging must fit all possible cuts. It said the cod was clearly visible in the pack and only partly covered by a label showing clear information, including the weight.
On loyalty pricing, the programme claimed a family found Sainsbury’s Nectar Prices were frequently signposted on snacks such as crisps, fizzy drinks and alcohol, but were less evident on everyday items such as eggs, fruit & veg and meat.
Sainsbury’s told the programme it offered great choice and value through a range of products, including everyday essentials and healthy options. It said more than 80% of its total sales were for better-for-you or healthier choices.
On shrinkflation, the programme highlighted a reduction in the weight of New York Bakery Co bagels, from 90g to 85g grams last year, with no change in price.
The brand said inflationary costs meant it had to reduce the weight and there had been no compromise on quality or taste.
Shrinkflation is another subject The Grocer has monitored in reporting throughout the cost of living crisis.
No comments yet