Aldi's cheapest Christmas dinner claim misleading

Aldi's claim it had "Britain's cheapest Christmas dinner" was found to be misleading after Sainsbury's reported it to the advertising watchdog. In early December, Aldi ran a four-page wraparound newspaper ad with the strapline: "The home of Britain's cheapest Christmas dinner. Why go anywhere else?". Aldi said they were made based on an independent third-party comparison on the Which? website titled "Which is the cheapest supermarket for Christmas dinner ingredients?". The ASA said the advert would lead shoppers to believe that the total cost of buying ingredients for a typical Christmas dinner would be cheaper at Aldi than in any other supermarket, "So there would be no reason to shop around". Which? had found that a Christmas meal was only 4p cheaper at Aldi than at Lidl, and had given each of the discounters "Budget-friendly Christmas dinner" crowns.

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