Lidl and Asda have become the latest supermarkets to cut festive veg to 15p as competition heats up over Christmas dinner prices.
From 19-24 December, Lidl is promising parsnips (500g), carrots (1kg), brussels sprouts (500g), echalion shallots (300g), swede (single) and white potatoes (2kg) all at 15p each.
Asda is offering carrots (1kg), sprouts (500g), broccoli (360g), parsnips (500g), and potatoes (2kg) at the same price.
It follows 15p festive veg offers from Aldi on Monday and Sainsbury’s (for Nectar members) last week.
The deals have faced criticism from the farming sector for devaluing the produce in the minds of consumers.
“The concern among some growers is that it sets an unrealistic expectation in the minds of consumers as to what it costs to produce this stuff,” British Growers Association CEO Jack Ward told The Grocer.
Both Lidl and Asda’s pre-festive offer prices are 69p for the carrots, 85p for the sprouts, 75p for the parsnips and £1.35 for the potatoes.
Asda’s broccoli would be 79p while Lidl’s echalion shallots and swede would be 99p and 69p respectively.
Aldi followed up on its 15p veg deal by yesterday promising a whole Christmas dinner for six people, including fresh turkey and all the trimmings for £11.45, also from 19 December.
It has led to Tesco announcing a Christmas dinner for six for £11.04 this morning – but only for Clubcard members.
The offers are also not necessary like for like in content.
Heron Foods launched a £13.99 frozen Christmas dinner deal for four people in November.
Exclusive research by The Grocer using Assosia data this week shows frozen whole turkey and crown to be significantly cheaper in the nine largest supermarkets this year, by up to 22% compared with a year ago.
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