BBC Panorama found that many Tesco products price-matched to Aldi, such as chicken nuggets and cottage pie, contain significantly less of the main ingredient compared to their Aldi counterparts. For example, Tesco’s chicken nuggets have 39% chicken, while Aldi’s have 60%. This practice, known as “value engineering,” involves altering ingredient quantities to reduce costs. Despite Tesco’s claim that ingredient proportions do not necessarily equate to quality, this discrepancy raises questions about the true value offered to consumers. Discount supermarkets like Aldi have thrived amid the higher cost of living, overtaking competitors like Morrisons.
BBQ: How might the practice of “value engineering” affect consumer trust and brand loyalty in the supermarket industry?
