Com­plaint over Aldi ad­vert

Yorkshire Post - Business - - BUSINESS -

MOR­RISONS HAS made a for­mal com­plaint about ri­val Aldi’s news­pa­per ad­vert which com­pares its prices with Mor­risons and claims to be al­most 40 per cent cheaper.

The gro­cer has com­plained to the Ad­ver­tis­ing Stan­dards Au­thor­ity which will as­sess the case be­fore it de­cides whether to launch an in­ves­ti­ga­tion.

Mor­risons said that Aldi’s lat­est ad­vert is un­fair as it com­pares Aldi’s own- brand prod­ucts with branded goods.

The news­pa­per ad­vert was a di­rect re­sponse to the launch of Mor­risons’ ‘ Price Crunch’ ini­tia­tive.

Mor­risons claims that Aldi is com­par­ing well- known brands such as Heinz Tomato Ketchup and Trop­i­cana fruit juice with Aldi’s own la­bel brands.

Aldi said its own brand prod­ucts com­pare favourably with brands.

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