Aldi UK CEO Giles Hurley has voiced strong support for government efforts to curb misleading pricing practices in British supermarkets, arguing that consumers are often deceived by "phony bargains" and that the focus should be on the overall cost of groceries rather than just headline discounts.
In a statement, Hurley emphasized that supermarkets should compete on the price of an entire shopping basket, not solely on the size of discount badges. He noted that while Prime Minister Andy Burnham's challenge to "fake 'was' prices" and invented reductions is welcome, the issue extends beyond checking whether a crossed-out price was recently on display. The fundamental question, Hurley contends, is whether customers are actually getting a low price after all discounts are applied.
His comments come as consumer worries about food prices remain high, with a report indicating that a significant portion of UK households are skipping meals to manage costs. Hurley highlighted that major supermarkets often employ extensive promotional schemes linked to loyalty programs, where selected items are offered at a "member price" while others pay more. Although the Competition and Markets Authority found in 2024 that most loyalty-priced products offered a genuine reduction against the supermarket's usual price, Hurley argues this is only part of the story.
Independent comparisons cited by Aldi suggest that even with loyalty discounts, shoppers could pay considerably more at some major retailers compared to Aldi's everyday low pricing model. For example, a list of 93 everyday items cost approximately £30 more at Sainsbury's and Tesco, even with their respective loyalty discounts, than at Aldi in July, marking Aldi's ninth consecutive month as the cheapest supermarket in such comparisons.
Hurley advocated for Aldi's pricing philosophy, which aims to offer the same low price to every customer, every day, without requiring loyalty cards or apps. He stated that this model is achieved through a carefully selected range, high-volume purchasing, strong supplier relationships, and operational efficiency.
He also raised concerns that some loyalty schemes can exclude consumers based on age, address requirements, or limited digital access. "Nobody should pay more for an essential simply because they do not have a smartphone, cannot join a scheme or choose not to hand over their data," Hurley stated.
Aldi's chief executive called for a rigorous and targeted government consultation, urging for meaningful reference prices, clear savings claims, and swift action against deceptive practices. He concluded that the public conversation about value should prioritize the final bill over prominent discount labels. "Labels won't solve the cost-of-living challenge. Lower prices will," Hurley asserted, urging all supermarkets to focus on lowering the total grocery bill for families.