Overview

• Lidl rolled out a social media ad campaign tweaking Aldi’s slogan to assert broader price leadership and intensify competition
• Recent cuts span over 500 products at Lidl and around 100 at Aldi but deliver average savings of just €0.52 and €0.68 per basket respectively
• Analyses show most reductions target snacks, sweets and alcohol while fresh produce and healthy staples remain largely unaffected
• Foodwatch labels the discounters’ moves a marketing gimmick and urges policymakers to scrap VAT on fruits, vegetables and legumes to make healthy food more affordable
• Edeka, Rewe and other German retailers have matched or announced similar price cuts as the industry race for customer loyalty continues