Aldi has taken a cheeky swipe at rivala Lidl after reclaiming the UK’s cheapest supermarket title in a leading survey. The survey by Which? revealed that Aldi was the cheapest supermarket in August, regaining the top spot from Lidl. It charged £127.92 on average for the shopping list of 75 branded and own-label groceries.
Prior to this, the title had gone to Aldi for some 20 consecutive months, and for August 2025, Aldi has again taken the top spot. Julie Ashfield, Chief Commercial Officer at Aldi UK, said: “We’re delighted to once again be recognised by Which? as the UK’s cheapest supermarket. We are committed to providing shoppers with the best possible value, but not only that, we’ve gained this title while always ensuring our product quality remains consistently high.”
In social media posts issued on Thursday, September 4, Aldi has shared a cheeky apology. The supermarket said: “Apparently we’ve got some apologising to do. Lidl, 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. Be the bigger shop etc. Not like anyone’s doing a Lidl price match are they?
“Alas, all good things must come to an end. The results are in, and we’re back on top. Again. For the 21st time. That’ll teach us for planning the summer party on submissions night.
“Love, Aldi xxx (p.s. our middle aisle is better than yours)”.
The post has taken over the internet, with social media users praising the supermarket for its tongue-in-cheek remark.
One of the users commented: “We love sarcastic. Properly sorry. Brilliant, Aldi wins the internet.”
Another person wrote: “Aldi needs their own comedy show. The sarcastic undertones are amazing.”
A third user said: “Aldi, are you really German? You have your Brit sarcasms on point!”
Meanwhile, a fourth person chimed in: “Aldi UK, we love this and the satire. Brilliant work guys!”