Which?, a consumer advocacy group, reported that Aldi’s Christmas dinner was more than 20% less expensive than Sainsbury’s.
“Sainsbury’s £44.81”, “Aldi £33.80”, and “Swap & Save over 20% on your Christmas dinner” were also printed in the four-page wrap-around newspaper advertisement that was published on December 6.
The ad’s small text stated that the comparison applied to “seven UK supermarkets”.
However, Sainsbury’s protested that the advertisement was deceptive and that the pricing comparison did not accurately reflect what would be charged for fresh food during the week leading up to the holiday.
This complaint was upheld by the Advertising Standards Authority (ASA).
In a piece titled “Which is the cheapest supermarket for Christmas dinner ingredients?” on its website, the consumer advocacy group Which? released a comparison that Aldi claimed was the basis for the claims made in the advertisement.
