Aldi Takes the Cake!

aldi Christmas CakeDiscount grocer Aldi UK beat out its grocery rivals in a taste test of private brand Christmas cakes. Their premium private brand Specially Selected Luxury Iced Fruit Cake, received a perfect score for both taste and value according to the The cakes tested ranged from £4.99 to £20 and came in a range of styles from modern and glitzy to traditional and understated

jo gouldFood critic Joanne Gould gave the product 10 out of 10 for both value and taste, and nine out of 10 for texture. Lidl, Ocado and Asda each received significantly lower scores, while Tesco’s Finest Two Tier Winter Enchantment Cake came in second with a 10 out of 10 for flavor, eight out of 10 for value, and nine out of 10 for texture.

In these three categories premium grocers Marks and Spencer’s private brand Hand Decorated Falling Star Cake scored 7, 6 and 9; and Sainsbury’s Golden Bow Iced Rich Fruit Cake 7, 6 and 6

Aldi Specially Selected Luxury Iced Fruit Cake, £6.49 for 1kg

Flavor: 10/10
Texture: 9/10
Value: 10/10

A sparkly number by the budget store and this cake looks far more expensive than its bargain basement pricetag.

I’m gratified to find that the interior bake lives up to its promise too; a lovely textured cake which is neither too wet, claggy or crumbly.

There are lots of cherries in this one and a nice level of spicing, making it my favorite to eat. This could be improved by larger chunks of fruit and nut, but I’m being picky. I would definitely buy this.

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.