A price comparison published by Delhaize has caused controversy in Belgium: according to Lidl, the campaign compares products that are not identical and, moreover, uses incorrect prices.
“Distorted picture”
On Thursday, Delhaize launched a striking campaign in which it claims to be cheaper than Lidl, Carrefour, and Intermarché for 31 basic private label products. The price difference with Lidl is minimal in the comparison: only 12 cents. But according to Lidl, the methodology behind the comparison has serious shortcomings. Products are being compared that are not identical in quality, weight, packaging, or specifications, which leads to a distorted picture, the discounter said in a press release.
In addition, the company points to factual inaccuracies: incorrect prices are attributed to Lidl products. Delhaize claims a price of €2.15 for butter at Lidl, while the actual price is €2.09. According to the discounter, incorrect prices are also being used for pasta and farmhouse bread. Lidl’s own price analyses for the entire range show that Delhaize is on average more than 20% more expensive. For fruit and vegetables, the difference is 19%. Lidl published its own price comparison on its website.
