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ALDI Ahead in the race

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The price war in the British supermarket sector continues. Aldi raises the steaks in supermarket price comparison…reports Asian Lite News

Aldi TruckAldi has been revealed as the cheapest supermarket for the UK’s average basket coming out 18% (£13.41) cheaper than Morrisons, with its fillet steak also found to be more than 10% cheaper than other retailers.

The mystery shopping survey, which is undertaken by The Grocer, features the UKs five largest supermarkets and tracks the price, service and availability of 33 items, which is the average number of products in a weekly shop.

It also found that Morrisons ran a total of 16 price promotions; something that Aldi doesn’t do – opting for an Everyday Low Pricing policy instead.

The news comes just days after the latest grocery share figures from Kantar Worldpanel, for the 12 weeks ending 21 June 2015, show that Aldi has been the UK’s fastest growing grocery retailer for the last four years.

Tony Baines, Joint Managing Director of Aldi Corporate Buying said, “We don’t price match, we price lead and the findings from The Grocer shows why more and more shoppers are switching to Aldi.

“There has been a lot of noise in the media about price cuts by our competitors, but our commitment to our customers is simple – we will never be beaten on price.  Aldi continues to offer the best value on outstanding quality goods, and our customers know that they save money each and every time they shop with us.”

Aldi also joins the supermarket school uniform price war. Aldi will be £2.70 cheaper than Sainsbury’s, while the same outfit at Asda will set you back £7, £8 at Tesco and almost £11 at Marks & Spencer.

Reports state that Aldi has upped the ante in the battle of the school uniform. The discounter is set to release a full outfit in readiness for September costing just £4, up to 63% less than the competition. Part of the ‘Back to School’ range, parents will be able to collect a round neck sweater and two plain shirts for just £1.25 each with a skirt or pair of trousers costing £1.50.

Baine says, “Our £4 package has been rigorously tested to meet stringent quality benchmarks and, for the first time, we’re excited to launch children’s swimwear essentials as part of our back to school range.’’

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