BBC Panorama’s investigation into supermarket price matching has prompted a response from Aldi.
- Aldi’s CEO, Giles Hurley, highlighted comparative findings between Tesco and Aldi products.
- Panorama found nearly a third of Tesco’s matched products had less of the main ingredient than Aldi’s.
- Examples included discrepancies in chicken and beef content in products from both retailers.
- Tesco maintained that ingredient quantity does not necessarily equate to higher quality.
In a move that underscores the competitive nature of supermarket pricing strategies, Aldi’s Chief Executive, Giles Hurley, has directed attention towards a BBC Panorama investigation. The documentary, which aired on BBC One, examined the practice of price matching between supermarkets, revealing significant differences in product composition when Tesco products were compared to Aldi’s offerings.
Specifically, Panorama reported that of 122 Tesco products evaluated in August, 38 items contained at least five percentage points less of the main ingredient compared to the corresponding Aldi products. This finding was highlighted by Hurley in a communication to Aldi’s customers, aiming to reinforce Aldi’s reputation for offering high-quality products at competitive prices.
Hurley articulated the investigation’s outcomes as aligning with Aldi’s long-standing ethos: customers should not have to compromise on quality to achieve savings. As part of this, he pointed out specific examples such as chicken nuggets, which contained 39% chicken in Tesco’s version, against Aldi’s 60%. Similarly, Aldi’s chilli con carne was found to have 27% beef compared to Tesco’s 15%.
Responding to these findings, a Tesco spokesperson argued that having a higher proportion of a specific ingredient does not directly correlate with the product’s overall quality. They emphasised that Tesco regularly reviews its product quality and ensures transparency through detailed ingredient listings, allowing consumers to make informed choices.
The investigation underscores the complexity of supermarket pricing strategies and the debate over quality versus quantity in consumer goods.
