Blog: Dean BestWe're not any old discounter, says Aldi

Dean Best | 4 September 2008

The march of the discounters in the UK is now well-known to most of us yet, as their share of the country's grocery market grows, so does competition between them.

Aldi is keen to distance itself from its near-rivals Lidl and Netto and is launching a campaign to position itself as the “premium discounter”.

The company has signed up UK celebrity chef Phil Vickery to front a campaign that aims to convince consumers that shopping on price at Aldi does not necessarily mean they have to give up on quality.

Vickery will appear in TV ads and a series of podcasts in which he uses products on sale at Aldi to make “simple tasty meals from quality ingredients”. (You can view one of the podcasts below).

The campaign comes as industry commentators ponder just how the growth of the discounters in the UK will change the country's grocery landscape in the long term.

Ed Garner, director of research at analysts TNS, says the degree to which things will change is the “big unknown”. However, he believes that the current trend does have some “stickability” due to moves from the likes of Aldi to flag their quality credentials.

With the likes of Sainsbury's flagging their price credentials (this week, the retailer launched a campaign to promote its own-label ranges), it all adds up to one hell of a bun-fight between the discounters themselves and between the cut-price retailers and the Big Four.


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