The scheme was launched in January 2024 with Asda being the first supermarket to price match both Aldi and Lidl.
More than 400 products were included in Asda’s Aldi and Lidl price match scheme by June last year.
However, this has been stopped in favour of a wider “Rollback” price cuts campaign under a move made by Asda’s new chair, Allan Leighton.
As reported by The Grocer it is believed Leighton wants to seize back control over its messaging and not be seen to be “dancing to the tune of the discounters”.
An Asda spokesperson said: “We’re focussed on our own great Asda Prices not competitor comparisons. We’ve started 2025 as we mean to go on by cutting prices on thousands of products and there’s much more to come with Rollback.”
Aldi is known for its outgoing posts on social media and didn’t pass up the opportunity to comment on Asda ending their price matching scheme.
Aldi makes cheeky dig at Asda as it ends price match scheme
In a post on X (formerly known as Twitter), Aldi posted a screenshot of an Asda website page, with the comment: “POV: You get dumped over text @asda”.
POV: You get dumped over text @asda pic.twitter.com/ANo7TpPl5K
— Aldi Stores UK (@AldiUK) January 28, 2025
The text on that website page reads: “Our Aldi Lidl Price Match has now finished, but don’t worry, we’ve got plenty of special offers across our entire groceries range. Just visit our offers page to find out more.”
Plenty of people responded to the post delighted at the comment, as one posted: “Ouch, getting dumped over text can be really tough. It’s important to take care of yourself and surround yourself with supportive friends during times like these.
“If you want to talk more about it or anything else, I’m here for you!”
Aldi responded saying: “Thanks so much We’re over it though”.
Another joked: “And just before Valentine’s Day?” with Aldi replying saying they’d “Saved ourselves money on a gift…”
Meanwhile, a third wrote: “Aldi #1 keep ASDA in the friend zone where it belongs!” with another saying: “If I want Aldi Price Matched items, I’ll just shop at Aldi where everything is Aldi Price Matched”.
Plenty of people kept up the joke as another said: “When they bump into you in the middle aisle …..will they ghost you it’s a dilemma..”
Aldi simply responded: “They can’t ghost us we blocked them first”.
