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Aldi’s cheeky dig against supermarket competitors: ‘Are they allowed to do this?’

The Aldi ad claims it is more than 50 per cent cheaper than an “unnamed supermarket” competitor when it comes to cleaning products.

A cheeky Aldi ad has caught the attention of Aussie shoppers, with the German supermarket chain making a pointed dig at its competitors.

Aldi’s latest supermarket catalogue includes a two-page spread comparing the massive difference in price between Aldi’s cleaning products and those available at another “unnamed supermarket”. Although Aldi doesn’t name its competitor, one might assume it’s referring to Coles or Woolworths.

Aldi’s own range of cleaning products, which include spray and wipe, bin bags, mould remover, bleach, liquid washing detergent, fabric softener, stain remover, glass cleaner and cleaning wipes, come to a total of $28.37.

Aldi ad cleaning product savings
A cheeky Aldi ad has caught the attention of Aussie shoppers. (Source: TikTok)

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On the other side, Aldi says the “unnamed supermarket” is offering similar brand-name products, from the likes of Ajax, Glad, Exit Mould, Domestos, OMO, Fluffy, Vanish, Windex and Chux, for $62.85.

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“Cleaning made 54.96 per cent less of a chore,” the Aldi ad reads.

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It comes at a time when the big supermarkets face intense scrutiny over their prices, with a senate inquiry into supermarket pricing starting this week.

Coles and Woolworths will also be forced to defend their pricing and practices as part of a year-long review by the Australian Competition and Consumer Commission.

Shoppers stunned by Aldi move

One Aussie took to social media to share the Aldi ad, writing: “Wait, are they allowed to do this…?”

A number of commentators pointed out that Aldi had not named the other supermarket in question and was providing “accurate” information about prices.

Others thought Aldi should have compared its own home-brand products with the home brand products of its competitors, rather than looking at brand names only.

“They’ve used the high-branded stuff in the Coles/Woolies side. Would be good to see the price difference between Aldi and Coles/Woolies home brand,” one user commented.

For example, Windex Glass Cleaner will set you back $5 at Coles and Woolworths, but you can get cheaper brands, Ultra and Strike, for $2 each. Aldi’s Power Force Pro still comes in cheaper at $1.89.

Domestos Disinfectant Bleach costs $6.60 at Coles and Woolworths, but you can buy their cheaper brands for $2.30. Aldi’s Power Force Pro Heavy Duty Cleaner comes in slightly cheaper again at $2.19.

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Shoppers have recently shared the savings they’ve made by shopping at Aldi. One Aussie said she saved more than $50 by switching from Coles to Aldi, while another compared the dramatic difference in size and price between his Aldi and Woolworths shops.

Aldi claims to have saved its customers $3.4 billion last year and is calling for shoppers to give the supermarket “a go”.

“Our everyday low pricing model means customers have certainty when they walk through our doors, so much so that we can confidently say that we will not be beaten on the cost of the weekly shop,” an Aldi spokesperson told Yahoo Finance.

“From cleaning to fresh fruit and veg, we're confident that our award-winning Exclusive Brands won't disappoint, because they are excellent quality at the lowest prices possible.”