In what could prove to be the first dispatch of a looming supermarket price war, Aldi has said it "welcomes the admission by Tesco that it is more expensive than Aldi (something our customers have known for a long time)."
Aldi was responding to the launch of the Tesco Price Promise, through which Tesco has pledged to refund customers the difference, should a basket of comparable groceries cost less in Aldi or Lidl, up to the value of €10.
Aldi said that "under [Tesco's] latest promotion it will be forced to pay out to its customers in the majority of cases."
It said that 'several' participants taking part in Aldi's 'Swap & Save' programme "have found they’re making weekly savings of €60, a huge benefit to hard working families compared to the €10 limit of the latest Tesco promotion."
In closing, Aldi noted that it "does not engage in complicated, confusing promotions."
Tesco did not wish to comment when contacted by Retail Intelligence.
© 2013 - Checkout Magazine by Stephen Wynne-Jones