Aldi handed the Advertising Standards Authority (ASA) a list of 45 items, used by the Co-op in an ad for its price-match scheme in August, which it did not believe were the most appropriate for comparison. The ASA also found that in some cases, products were compared with a less similar alternative despite a nearer match being sold by Aldi, such as Co-op matching their Wholemeal Farmhouse Loaf with an Aldi White Farmhouse Loaf. “But this ASA ruling underlines why price-match claims should be treated with caution. research found that some price-matched products weren’t like-for-like on ingredients, quality or pack size. “Shoppers shouldn’t assume a price match guarantees the same product or the best value – it pays to look beyond the label and check what you’re really getting.”

Source: The Times February 04, 2026 00:29 UTC