Aldi’s own-label Almat Bio Washing Powder has ranked number one in the top 50 Products of the Year list compiled by consumer watchdog Which?
Previous testing by Which? gave the discounter’s washing powder an overall consumer rating of 79%, beating leading brand Ariel, which scored 78%. Almat Bio costs £3.95 for 2kg, which works out at less than 10p a wash – 57% cheaper per wash than Ariel.
Which? noted how well the detergent performed against all stains, as well as keeping clothes white, whilst still being eco-friendly.
Almat Bio came second in the top 50 ranking last year, but its eco credentials and a reformulation have pushed it to the top of the 2023 list.
Julie Ashfield, Managing Director of Corporate Buying at Aldi, commented: “We are delighted to be awarded Which?’s Top Product of 2023 for the Almat Bio Washing Powder. At Aldi, we’re committed to providing the highest quality at outstanding value for our customers and this win is sure to give shoppers that extra confidence in our cleaning range.”
NAM Implications:
- Apart from the obvious gain in store traffic for Aldi…
- …the underlying issue has to be the extent to which such awards to own/surrogate labels are diluting the brand premium of ‘demoted’ brands.
- And if so, what can established brands do to add value to recover their ranking?
