Aldi has launched a counterattack on Morrisons by investing in a fresh wave of price cuts – and vowing never to be beaten on price.
According to Retail Week, the discounter has slashed prices across a number of core categories including fresh fruit and vegetables, fresh meat and other basket staples.
Aldi unveiled the raft of reductions this morning alongside a nationwide marketing campaign, which pokes fun at Morrisons’ Price Crunch initiative.
The advert asks “is a price crunch amazing?” above a basket of Morrisons goods including Heinz Tomato Ketchup and Tropicana apple juice, which Aldi claims would cost shoppers £18.19.
It then proclaims “no, this is amazing” and points to Aldi’s basket of comparable goods, worth £11.42.