The famous Cuthbert cake has been named by UK shoppers as their favourite all-time Aldi product.
The discounter asked customers to vote for their favourite items across ten categories, including ‘Lunch’, ‘Fakeaway’, ‘Top Tipple’, ‘Health & Beauty’, and ‘Social Media Star’.
With over 420,000 votes cast, Cuthbert was the clear winner, scoring more than 30% of overall votes in the Social Media Star category. The second most voted for product, Magnum Washing Up Liquid, scored 20% in the Cleaning category.
The chocolate cake was first stocked by Aldi in 2019 and led to a ‘battle of the caterpillar cakes’ with M&S that resulted in a High Court case in 2021, meaning Cuthbert was temporarily unavailable from shelves. However, the product made a comeback in Aldi stores a few months later after a redesign.
The full list of Fan Favourite products at Aldi include:
- Sweet Treats and Snacks – Belmont Milk Chocolate Digestives
- Lunch – Specially Selected New York Deli Pastrami & Emmental Cheese Sandwich
- Dinner – Ready, Set Cook! Classic Fajita Dinner Kit
- Fakeaway – Carlos Loaded Pepperoni Stuffed Crust Pizza
- Store Cupboard Essential – Bramwells Baked Beans in a Rich Tomato Sauce
- Top Tipple – Pierre Jaurant Sud De France Rosé
- Health & Beauty – Hotel Collection Luxury Hand and Body Wash No.1 Lime, Basil & Mandarin
- Cleaning – Magnum Original Washing Up Liquid
- Best of British – Nordpak Spreadable Slightly Salted
- Social Media Star – Cuthbert
Julie Ashfield, Managing Director of Buying at Aldi UK, commented: “There’s never been anything like Cuthbert in Britain’s supermarkets. Well, maybe there’s been a few similarities elsewhere, but we’re rightly proud of our iconic cake, and so it seems are our shoppers.
“It’s been fantastic and fascinating to see what gets the seal of shopper approval across such a wide range of products. With our newly crowned winners set to be highlighted in store, we hope customers will find it easier than ever to find their favourite product.”
Aldi’s winning products will be highlighted in stores from today with a Fan Favourite logo.
NAM Implications:
- Key to keep in mind that these are surrogate brands…
- …invented by Aldi to help them convey the idea of being a ‘normal’ grocery offering.
- i.e. a mix of national brand (minimum quantity) and other ‘brands’ exclusive to Aldi.
- Apart from the occasional court case (that in itself be a benefit in terms of ‘free’ publicity)
- …giving shoppers a real ‘branded’ shopping experience.
- At a discount!
- (Just think what they have achieved in 34 years in the UK).
