Aldi CEO Criticizes Rival Supermarkets Over Loyalty Discounts

Aldi's UK chief executive, Giles Hurley, has criticized rival supermarket chains for using loyalty discounts that he claims often begin with inflated prices before being reduced. Hurley stated that discounts are beneficial when they reflect genuine price reductions, but he accused competitors of misleading customers with unrealistic pricing strategies. Aldi, which does not have a loyalty scheme, is facing increased competition in the UK market. According to retail consultant Ged Futter, Aldi's growth has slowed in recent years, and the price differences with competitors are narrowing. Despite these challenges, Aldi reported a 5% increase in sales to £19 billion for 2025, although operating profits slightly declined due to higher staff wages and investments. Hurley emphasized that Aldi's prices are lower this summer compared to last summer, and he reiterated the company's commitment to everyday low prices rather than temporary promotions. He also highlighted the importance of domestic food production in mitigating supply chain vulnerabilities. Aldi plans to invest £900 million, including opening 40 new stores and cutting prices by £340 million this year.