Budget supermarkets win the taste test

11 May 2015

aldi_logo We all know that the big supermarkets are losing out to the likes of Lidl and Aldi on price, but the bad news for them is that they're also losing out on taste.

The Grocer magazine decided to do a taste test of 1,103 own-label products, and they found that Aldi and Lidl beat off the majority of supermarkets in Britain. Each of the budget supermarkets bagged 13 gold medals each in the annual Own Label Food & Drink Awards.

Asda also got themselves 13 golds, while M&S nabbed eight gold medals.

With a combination of experts and people off the street, the taste test was undertaken and Tesco, Asda, Sainsbury’s and Morrisons came up short, which will be even more worrying for the retailers.

Editor of The Grocer, Adam Leyland, said: "The number of entries we receive is a clear reflection of the growing importance of own label to retailers. And with competition as fierce as it is, excellence is essential."

For those who still haven't stepped foot inside an Aldi or Lidl, they've got higher end own-brand items, just like the competition. The quality of Specially Selected and Deluxe items is, according to this test, better than Tesco's Finest and the like. Some of the items that fared well were Aldi's Specially Selected vine tomato and lentil soup, the Specially Selected continental plum crumble tart, Moser Roth Madagascan vanilla chocolate and Specially Selected dopiaza curry sauce.

Lidl, meanwhile, scored well with their hot smoked salmon fillet with black pepper, Deluxe Red Leicester with green chilli and red peppers and their steak and ale pie.

Ronny Gottschlich, Lidl’s UK managing director, said: "The awards help to reinforce our message that low cost does not mean having to compromise on quality."

Down the wrong end of opinion, Morrisons only managed one gold, while Sainsbury's had absolutely none. It is worth pointing out that Waitrose decided that they didn't want to enter any products into this test.

TOPICS:   High Street News

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