A Channel 5 documentary has revealed that Aldi's own-brand products can rival leading labels in blind taste tests, offering significant savings for shoppers. The programme, 'Supermarket Wars', aired in 2019 and featured internet reviewer Sophie Robertson conducting public trials.
During the test, members of the public sampled Aldi versions of McVitie's Jaffa Cakes, McCoy's salt and vinegar crisps, and Diet Coke against the originals. Results showed that seven out of nine participants preferred Aldi's Jaffa Cakes, while only two out of nine chose Aldi crisps over McCoy's. For the cola, four out of nine favoured Aldi's diet cola versus three for Diet Coke.
The documentary also tested Lidl's croissants against a premium brand costing nearly three times as much. Five out of eight tasters preferred the Lidl option, highlighting the quality of discount bakery items.
Aldi, which opened its first UK store in 1990, now operates 874 outlets and aims for 1,200 by 2025. Earlier this year, it overtook the Co-op to become Britain's fifth-largest supermarket by market share, thanks to its streamlined range of just 1,500 product lines.
