A national advert for Aldi claiming the discounter was the “home of Britain’s cheapest Christmas dinner” misled consumers, a watchdog has ruled.
The four-page wrap-around newspaper ad, printed on December 6, 2023, also stated: “Sainsbury’s £44.81”, “Aldi £33.80” and “Swap & Save over 20% on your Christmas dinner”, and added: “According to results published by Which?, Aldi’s Christmas dinner came in at over 20% cheaper than Sainsbury’s”.
Small text at the bottom of the ad stated that the comparison related to “seven UK supermarkets”.
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Sainsbury’s complained to the Advertising Standards Authority (ASA) that the ad was misleading, and the price comparison was not representative of prices during the period when consumers would be purchasing fresh produce for their Christmas dinner – usually in the last week or so before Christmas Day.
Aldi said the claims in the ad were from a comparison by Which? detailed in an article on the consumer group’s website, titled: “Which is the cheapest supermarket for Christmas dinner ingredients”.
Aldi acknowledged that Which? had found that the price difference between Aldi and the second-cheapest supermarket, Lidl, was 4p, and so had also given Lidl a “Budget-friendly Christmas Dinner” award.
Which? told the ASA that they not involved in how Aldi presented the report in their advertising.
The group said it used weight “ranges” in all their grocery pricing analysis as there tended to be little consistency in the weight of own-label groceries across supermarkets, but these tended to be small, and Which? made sure to review and sense check them.
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