In light of a recent BBC Panorama investigation, Aldi’s CEO addresses concerns over supermarket price-matching.
- Aldi’s Giles Hurley highlights discrepancies in supermarket price comparisons, pointing out that not all products claiming to be price-matched are equivalent.
- The investigation found that Tesco’s price-matched items often have less of the main ingredient compared to Aldi’s equivalents.
- Hurley asserts that Aldi maintains quality while offering great value, contesting other retailers’ price claims.
- Tesco responds to the findings, stating their commitment to quality and comparable goods.
Aldi’s CEO, Giles Hurley, has reached out to shoppers following a revealing BBC Panorama investigation that scrutinised supermarket price-matching practices. The investigation called into question the authenticity and fairness of price-matching claims made by some retailers, notably Tesco.
The Panorama programme uncovered that many of Tesco’s products, which were marketed as being price-matched with Aldi, were actually not comparable in terms of ingredient quality. Specifically, it was shown that nearly a third of Tesco’s matched items contained less of the main ingredient when compared to Aldi’s offerings.
Hurley emphasised in his communication that while other retailers might assert their prices are on par with Aldi, these claims may not always hold true. He welcomed the findings of the Panorama investigation, stating that it bolstered Aldi’s commitment to providing high-quality products without compromising on value.
Research conducted in August highlighted specific examples, such as chicken nuggets and chicken kievs from Tesco containing considerably less chicken compared to Aldi’s products. Tesco’s nuggets were composed of just 39% chicken, contrasting with the 60% found in Aldi’s equivalent product.
In response, Tesco acknowledged the investigation and insisted on their rigorous quality control processes. A Tesco spokesperson noted that since the launch of their Aldi Price Match initiative, the programme has been immensely popular. They maintained that ongoing checks ensure their product quality remains comparable.
The Panorama findings have prompted a significant discussion on the integrity of supermarket price-matching claims.
