Prices pasted on advertising brochures of Lidl and Aldi: what is it about – Panorama

– Food is becoming more and more scarce. This also has an effect on the price, which is why discount stores use an unusual trick: prices are no longer given in brochures. However, this does not make bargain hunters happy. Some clients criticize the non-transparent procedure.

For a few weeks they have been appearing more and more frequently in the weekly brochures of discount stores: red stickers that cover the original price of the product. Instead, Lidl calls the price “daily updated”, Aldi “daily fresh”. For consumers, this means that they do not know in advance how much they will have to pay for individual products. Strawberries, asparagus or mixed minced meat are affected, for example.



An Aldi Nord spokesperson justifies the procedure Business Insider with uncertain prices due to the war against Ukraine. Fresh produce is subject to “higher-than-usual short-term price fluctuations in the market.” Rising energy prices would also limit the discounter’s long-term plans. However, since the brochures are produced a few weeks in advance, some prices cannot be fixed yet. The company can better react to price changes by labeling them as “daily fresh price”.

With these red stickers, discount stores hide the price of fresh produce.

With these red stickers, discount stores hide the price of fresh produce.

© Aldi South

The red stickers do not currently receive much approval online. While some may understand the procedure due to the current uncertain situation, others fear hidden price increases. One user writes on Twitter: “Even Aldi has strawberries and blueberries in the brochures “Actual Price” stay. It is probably clear where the price is heading. Things don’t get cheaper. The price of wheat has already gone up.”

In general, the button can be seen as an indication of which products are currently subject to strong price fluctuations. The final cost of the purchase can be seen on the site.

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