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UK supermarkets undercutting low cost rivals

May 18, 2009

www.asda.co.uk

The UK’s big four supermarkets are featuring prices on many shopping basics that are lower than those offered by their no-frills rivals.

ASDA, Morrisons, Sainsbury’s and Tesco have all launched budget “own brand” ranges that undercut Aldi and Lidl on a number of staple items.

In a comparison made of a shopping basket of 31 basic items, including bread, cheese, fresh meat, frozen foods, milk and toiletries, it was found that the mainstream supermarkets prices were cheaper or matched the discount chains in more than 50 per cent of test shopping trials conducted.

The Evening News ran the shopping tests at six stores in the Edinburgh area, finding that items in the “own brand” budget ranges offered at the “big four” are as much 73 per cent cheaper than the equivalents at the discounters.

Aldi and Lidl were still cheaper for most fresh produce, including eggs, milk, fruit and vegetables.

One of the “big four” offered the lowest prices on 15 of 31 items, with Aldi and Lidl being cheaper on 14. Two shopping basket items were priced nearly the same at all stores.

ASDA had the lowest overall prices, at £42.90 for the basket of items, narrowly beating out Lidl by 17p – which was the cost of one tube of budget toothpaste. Of the “big four”, only Sainsbury’s, at £48.16, was more expensive than Aldi, where the shopping basket total was £46.39.

For more information on this article please visit news.scotsman.com.

www.asda.co.uk

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