Aldi’s CEO, Giles Hurley, has reached out to all Aldi customers following the recent BBC Panorama investigation that delved into supermarket secrets. The episode shed light on various pricing and comparison practices in the industry. The investigation by BBC Panorama discovered discrepancies in the composition of certain products that were price-matched to Aldi’s offerings. Items such as chicken nuggets, blackcurrant squash, and chicken kievs were found to have lower quantities of their primary ingredients compared to equivalent products at Aldi.
According to the research conducted last month, Tesco’s chicken nuggets contained 39% chicken, while Aldi’s version had 60% chicken. Similarly, Tesco’s chicken kievs had 44% chicken, whereas Aldi’s contained 57%. In the case of chilli con carne, Tesco had 15% beef, whereas Aldi had 27%. Despite this, Tesco stated that they continuously assess the quality of their products and ensure that their price-match items are comparable to Aldi’s. They also highlighted that a higher percentage of a specific ingredient does not necessarily equate to superior quality.
Among the Aldi price-matched products highlighted in the investigation with significant variations in main ingredient proportions were chicken nuggets, chicken kievs, chilli con carne, cottage pies, and apple and blackcurrant squash. While Sainsbury’s, Asda, and Morrisons also offer Aldi price-matched products, BBC Panorama did not find consistent evidence of substantial differences in ingredient quantities compared to Aldi’s products.
In response to the investigation, Giles Hurley addressed Aldi customers directly, acknowledging the findings presented by BBC Panorama. Hurley emphasised Aldi’s commitment to providing quality products at affordable prices, without compromising on standards. He expressed gratitude to customers for choosing Aldi and reassured them of the company’s dedication to maintaining low prices while upholding product quality. Aldi welcomed the scrutiny brought about by the investigation, aligning with their belief that consumers should receive excellent value without sacrificing quality.
In the wake of the revelations brought to light by the BBC Panorama programme, Aldi’s proactive communication with its customers underscores the company’s transparency and commitment to delivering high-quality goods. As consumers navigate the supermarket landscape, the scrutiny applied to pricing and product composition serves as a reminder of the importance of discerning choices and informed decision-making in the retail sphere.