Aldi shames Harrods in taste awards

Budget supermarket Aldi has turned the tables on the pricier - much pricier, in most cases - competition. The German retailer has snatched more own-brand taste gold medals - 16 in total - than Waitrose and M&S, from cheesecake to ham to teabags.

Harrods failed to pick up even one prize in the Grocer magazine awards.

Price and taste difference

Aldi's Gold-winning own-brand products includes Hoi Sin sauce, Jaffa cakes, herbal tea (see full list below). Runner up behind Aldi was Tesco with 12 gold awards followed by Asda with 11. Aldi rival Lidl however only took away four golds.

"From sweet to savoury, frozen and fresh we have a great range of products that consumers and the industry clearly love," Buying MD at Aldi, Tony Baines said.

A price comparison with Harrods own-label tea is pointed: the posh Knightsbridge store flogs 50 tea bags for £5.95 compared to 40 Aldi own-brand 'Diplomat Gold' teabags - for 99p.

The Grocer also judged categories on labelling clarity plus packaging quality. According to the latest Kantar Worldpanel data, the German discounter managed an all-time record 3.5% share of the closely-fought UK grocery market in the 12 weeks to May 12, compared with 2.8% last year.

Discerning value

Clearly both Aldi and Lidl have hit a nerve with British consumers. Why pay over for odds for basics as long as they're good value and decent quality? Aldi and Lidl are also good news for the likes of Waitrose. With money saved on basic staples, selective splashing out is easier.

Meanwhile Tesco is anticipated to see more underlying sales decline when it goes public with its first-quarter trading figures tomorrow. We will publish full details at 8am.

The list of Gold winning Aldi products includes:

· Moser Roth Orange and Almond Chocolate
· Asia Specialities Stir Fry Sauce – Hoi Sin
· Alpenmark Smoked German Ham
· Carlos Stonebaked 3 x Margherita Pizza
· Fiesta Fajita Dinner Kit – 2nd year in a row
· Diplomat Gold Tea Bags
· Specially Selected West Country Strawberry Yogurt
· Specially Selected Farmhouse Seeded White Batch Loaf
· Specially Selected Ultimate Dry Cure Lightly Smoked British Streaky bacon
· Belmont Biscuit Co Jaffa Cakes
· Bon Appetit French Marble brioche
· Diplomat Fruit and Herb Tea – Summer Berry
· Specially Selected Dopiaza Sauce
· Specially Selected Lemon and Mascarpone Cheesecake
· Savour Bakes Multigrain Crackers

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