Lidl has sparked a row with its latest price comparison campaign targeting competitor retailers.
The discounter has pitched the price of Little Moons ice cream balls at Tesco against its own label version to claim a 30% saving on a pack of six.
Little Moons CEO Joanna Allen hit back: “In the words of L’Oréal… because we’re worth it.”
Tesco branded Lidl’s version a “dupe”.
Posters in Lidl stores are comparing its Gelatelli Mochi at £3.45 to Little Moons at £5 in Tesco. Small print in the poster claims the 30% saving is based on “the branded product at Tesco vs an equivalent product meeting the same need at Lidl”.
But Tesco pointed out Lidl had failed to take account of Clubcard savings. “There is no need to settle for a dupe when Clubcard members can get the original Little Moons Passionfruit and Mango Mochi for just £3.50 on Clubcard Prices,” said a spokesperson.
Lidl did not provide a comment.
Lidl ramped up an in-store campaign targeting a number of competitor retailers last year. It has also targeted rivals with price comparisons in paid-for ads in the past, including landing in hot water with the Advertising Standards Authority in 2022 over misleading claims. The ASA found Lidl had not made sufficiently clear that claimed savings related only to the specific selection of products shown in two Scottish newspaper ads taking aim at Tesco.
Lidl also has a well-established track record of piggybacking on leading brands by launching own-label versions, in some cases leading to legal challenges. In 2021 the discounter was ordered by a court to temporarily withdraw its Hampstead gin from stores across Scotland following a challenge from Hendrick’s.
Ethical brand Tony’s Chocolonely slammed Lidl in 2024 over an own-label chocolate bar with irregularly shaped sections. Tony’s publicly challenged Lidl to also copy its ethical standards by signing up to the brand’s five sourcing principles.
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