Lidl and Tesco are at odds again, this time over mochi. The discount supermarket posted in-store posters comparing its own-brand Gelatelli Mochi at £3.45 to Little Moons sold at Tesco for £5, claiming shoppers could save over 30%.
The latest spat
Tesco quickly responded, pointing out that its Little Moons Passionfruit and Mango Mochi is available for £3.50 on Clubcard Prices, making it just 5p more than Lidl's version. 'There's no need to settle for a dupe when Clubcard members can get the original Little Moons Passionfruit and Mango Mochi for just £3.50 on Clubcard Prices,' a Tesco spokesperson said.
Why supermarkets bicker
Lucy Hancock, associate director of food and drink PR and marketing agency Storm Communications, told Metro that this tactic is common among discount supermarkets. 'This is partly because it chimes well with their brand personalities… scrappy, cheeky, a bit brash and not afraid to speak their mind,' she said. She added that such rivalries 'humanise the retailer' and make them 'culturally relevant'.
Hancock noted that the approach 'plays well with news media and makes for sharable social media content', and that supermarkets are competing in a 'very saturated market for a very small margin of consumer attention'.
History of rivalry
This is not the first clash between the two. Two years ago, they entered a legal battle over Tesco's use of a yellow circle on a blue square, which Lidl claimed took 'unfair advantage' of its reputation. Tesco lost and was forced to change its Clubcard Prices logo.
In 2025, Lidl targeted Home Bargains, claiming shoppers could save 40% on Highland Spring water. The trend of supermarket feuds dates back to the 1990s, when Aldi and Lidl entered the UK market, breaking a 'very British gentleman's agreement' not to directly target each other, according to Hancock.
Social media has accelerated these rivalries, allowing brands to respond in real time. Recently, Aldi posted an image of Jordan Pickford's World Cup water bottle with descriptions of rival supermarkets, drawing over 46,000 likes and comments from Asda and Morrisons.
Hancock cautioned that there is a line: 'Despite the adage that “all publicity is good publicity”, there is of course a tipping point. There is a line they need to be careful not to cross in actually upsetting or putting off shoppers. The best brand rivalries should be based on humour, not hostility.'
