If there's one thing Aldi's PR team knows how to do, it's getting people talking. That's exactly what they've done with one of their latest tweets taking a cheeky swipe at M&S.
The German discounter is well known for its dupes and has become a staple with shoppers looking for cheaper versions of more expensive, branded items. Its reputation has landed it in hot water on occasion, particularly with M&S.
First came cake-gate (you'll no doubt remember #FreeCuthbert), then gin bottle-gate (which Aldi lost).
Now it looks as though the tables have been turned after M&S took to Twitter to announce a new arrival to their stores for Easter - a 23 ‘carrot’ gold egg made from golden chocolate, coated in edible gold leaf.
The treat comes complete with salted caramel-filled chocolate bunny ears.
Eagle-eyed social media users were quick to point out similarities with their new chocolate carrot and Aldi’s Kevin the Carrot - calling it the ‘new sequel’ in the Colin/Cuthbert the Caterpillar saga.
Susannah Patey commented: “Another ALDI vs M&S war. Kevin is the new Colin!”
Zoe Clayden tweeted: "Ooooh shade!", with Ash Kapriyelov adding: "Savage hun."
User @veganboogeyman chimed in saying: “A new war has begun, choose a side!”
Responding to M&S’ new £9 Easter egg, Aldi cheekily threatened to sue M&S following a High Court legal battle earlier this month after accusing Aldi of copying the design of its light-up gins liqueurs.
In a tweet that has over 17k likes, they said: “Which lawyers did you use to sue us for that gin? Asking for us.”
People were extremely entertained by Aldi’s response. Murray Stevens posted: "Aldi getting upset with rival product similarities? What a time to be alive.” Carolyn Kelsey added: "@aldi it's clear who has the best social media team (you). It's also clear that @marksandspencer are now clutching at, erm.....carrots?"
The exchange follows a series of complaints from M&S about some of Aldi's products. Back in 2022, the companies reached a confidential out-of-court agreement after M&S raised issues about the similarities between both brands' caterpillar cakes. That same year, Aldi lost a court battle against the retailer after being accused of 'copying' its light-up gin bottles.
Aldi was contacted for comment.
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