The bargain-basement supermarkets Aldi and Lidl have felled the posh-nosh royal warrant holder Fortnum & Mason in a taste test of that most traditional of Christmas foods, the mince pie. The low-price competitors, whose stock has been rising
since the credit crunch hit, delivered the latest blow to their
upmarket rivals by coming first and joint second in an annual
competition run by the consumer group Which?
Aldi's
specially selected luxury mince pies – the cheapest tested at £1.69 for
a pack of six – beat the likes of Selfridges and Fortnum's, whose
£12.95 traditional mince pies came last out of entries put forward by a
dozen retailers. Lidl's £1.79 Snowy Lodge luxury mince pies and
Marks & Spencer's handcrafted ultimate all-butter mince pies, at £4
for four, came joint second.
Judges tasted each pie warm and rated
appearance, aroma, texture and taste. Aldi's was "lush, spicy and juicy
while the rich golden pastry is thin, crisp and light", but Fortnum's
"flat-tasting, soft and crumbly" pastry got a thumbs down.
Aldi
and Lidl have been attracting more affluent customers with luxury foods
such as lobster tails and Serrano ham. Tony Baines, Aldi's UK managing
director of buying, said: "Everybody likes to treat themselves at
Christmas, and by doubling the size of our Christmas range we have
ensured that our customers can do just that without either breaking the
bank or compromising on quality."
Fortnums, based in Piccadilly, London, kept a predictably stiff upper lip. "Our traditional mince pies are a delicious product and we're very proud of them. Our customers agree and we are trading significantly higher than last year, " it said.
So, that's it for this week, we'll get back to our unpacking and join us next week for our final blog of 2013...enjoy!
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