Aldi UK boss criticises some rival loyalty discounts

Aldi UK chief executive Giles Hurley has criticised some rival supermarkets’ loyalty discounts, saying they can make reductions look more attractive than they are. His comments, reported by BBC News on 28 September 2026, came as Aldi announced higher sales but a slight fall in operating profit. [1]

Hurley said promotions can help shoppers when the reductions are genuine. But he argued that some offers start at “unrealistically high prices” before falling to prices that are still uncompetitive, making it harder for customers to plan and budget. [1]

The UK’s competition watchdog examined supermarket loyalty pricing in 2024 and concluded that shoppers “almost always make a genuine saving”, the BBC reported. [1]

Retail consultant and former Asda buyer Ged Futter told the BBC he saw Hurley’s comments as a distraction from pressure on Aldi. In Futter’s view, the chain’s price advantage is less clear than it once was. Aldi is the only major supermarket chain without a loyalty scheme. [1]