Aldi makes 'UK's cheapest supermarket' promise and says it's cut prices on 900 products

As Christmas approaches, food prices are rising, but Aldi has doubled down on its promise to cut then. The £300m in price cuts that Aldi has claimed to have invested since the start of 2025 have clearly not been in vain. Despite rising inflation, the supermarket managed to cut costs on more than 900 products.

In recent months, this has included fresh fruit and vegetables, bread, dairy, and household essentials. Bagging the top spot by 43p, the discounter regained its coveted crown. A typical basket of goods came out £44.69 cheaper than the most expensive supermarket, Waitrose, £21.10 cheaper than Sainsbury's, and £14.44 cheaper than Tesco.

The supermarket has already been consistently keeping its pledge and once again emerged victorious in the latest supermarket price wars. After narrowly missing out on its key rival, Lidl, in the month before, Which? The Cheapest Supermarket price comparison once again named Aldi the cheapest supermarket.

As well as being proud of regaining its crown, Aldi couldn't help but relish in the Lidl knockout. After all, the latest win marks a return to the top spot, which they'd already held onto for 20 consecutive months.

In a Facebook post earlier this month, they'd written, "apparently we've got some apologising to do. Lidl GB, we're really, actually, properly sorry. We know winning Which? Cheapest basket last month was the highlight of your year."

"Bet you even treated yourself to a slice of that f-tier caterpillar cake in celebration.We took our 2nd place with pride. After all, we'd already won every month since November 2023."

Despite rising inflation, Aldi says it is committed to keeping prices low. Julie Ashfield, chief commercial officer at Aldi UK, is "delighted to once again be recognised by Which?" and says, "We are committed to providing shoppers with the best possible value."

Recognising that "many shoppers are understandably more conscious about where they spend their money", she emphasises "that's why we've invested more than £300m in price cuts this year, ensuring Aldi customers continue to benefit from the very best value."

The latest win marks the 21st time that Aldi has come out on top in the last 22 months, and the supermarket's consistency is indeed being proven across the board.

Even in July, Aldi had beaten Lidl by 16p in the 'Super Grocer 33' survey run by The Grocer. Aldi had the edge over Lidl thanks to lower prices on its kitchen towels, oranges, cheddar, and cucumber. The survey of seven supermarkets saw Aldi claim their fourth consecutive cheapest supermarket win.

Moreover, the savings seem to increase year on year. Back in 2024, in the same survey, Aldi had come out 2p cheaper than Lidl and £18.36 cheaper than Waitrose.

In addition to keeping everyday products affordable, earlier this year, Aldi's Specially Selected won the Own-Label Range of the Year in The Grocer Gold Awards 2025. Aldi says with Specially Selected, "you can afford to elevate your everyday with top-quality food at low Aldi prices." Extra Virgin Olive Oil, chunky oven chips, and Burrata are some of the "fancy" products on offer.

Apart from price cuts and maintaining high product quality, the supermarket is opening an average of one new store a week, in line with its long-term target of opening 1,500 new stores. New stores are opening including in Sefton in Liverpool and Shoreditch in London.

Aldi's latest priority locations include Braintree in Essex, Bromley in London, and Chesham in Buckinghamshire. Last month, they also filed plans to build a new supermarket in Melksham, Wiltshire.