The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Aldi Channel 4 Dispatches

Aldi rebukes Dispatches investigation, says it contains 'selective information'

Author

By Natalie Mortimer, N/A

November 10, 2015 | 2 min read

Aldi has taken umbrage with last night's Channel 4 Dispatches expose, which cast scrutiny over the retailer's practices, and said the TV programme was based upon "selective information".

The documentary, called Aldi's Supermarket Secrets, featured two undercover reporters at stores in Scotland and the North West of England, who discovered breaches in health and safety, out-of-date products and unrealistic time pressures on staff to stock shelves.

An Aldi spokesperson waved off the claims and said the programme had "misrepresented" the brand.

“This programme misrepresents Aldi and was based upon selective information. Our customers shop with Aldi because we offer them the best products at the best prices. We are proud to have been named Which? Best Supermarket for a record fourth time.”

The documentary also revealed that staff are required to arrive 15 minutes before starting a shift to walk the aisles and check stock levels, without being paid.

The investigation could be a potential blotch in what has been a successful year for Aldi. The business has gained market share among the Big Four and rival Lidl, and launched more progressive marketing to drive consumer engagement.

Aldi Channel 4 Dispatches

More from Aldi

View all

Trending

Industry insights

View all
Add your own content +