I shop at Aldi and Netto. I don’t shop there exclusively, I shop in a larger variety of places than that but it seems that if I admitted to shopping at Aldi and Netto, I could well be looked down on.
That dog with the shopping basket isn’t fooling anyone – or so it thinks. People just have this stigma against shopping at Aldi and Netto. I’m not sure if it’s because one’s German and the other is Swedish, but what’s wrong with that? Both are very efficient countries so surely their approach to supermarket shopping should be better than elsewhere?
Oh and there’s the food which is the whole point of why we go there. You can get some great things: I’ve discovered delicious vanilla whirls at Netto recently which taste just as good as the homemade version (ahem, well, maybe not as good as mine… but still lovely) and there’s a whole variety of under-the-radar but scrumptious brands at Aldi: their sweet chili and red pepper crisps are amazing and what exactly is the difference between a Rocky and a Wacko? Er, none, other than the name. They’re both chocolate covered biscuits, so who really cares if one sounds a bit daft and comes from a “cheap” store?
I think I’ve nailed the problem, and as with everything this can be proved with a carefully assembled chart:
Okay, okay, the chart only actually took me about two minutes to make but the message is clear: we think some places are posher than others. Of course, if you go to a completely independent butcher or grocery store where the animal was butchered in the back room and the cows milked just next door then you’re at the top of the foodie pile. And then there’s a series of grades involving different supermarkets with the poshest of the posh, in my opinion, being Waitrose (it’s so posh that there isn’t one within a hundred miles of one. Seriously, I’ve never seen a Waitrose). I’ve seen the rest of them on the list and shopped there: but why should I pay for Sainsbury’s prices when I can get the same thing under a different name in Netto or Aldi?
If I’m honest, even I prefer Aldi to Netto: sometimes Netto is a little depressing whereas Aldi is full of jolly German brands. I’m not sure why that is. It might be something to do with the clinical lighting – it’s like walking into a very brightly lit hospital. Of course, both stores have an overall image problem that has been caused by naff adverts and a million playground taunts – Netto weren’t doing themselves any favours when they had an advert featuring a young Swedish girl in a Viking hat looking for bargains. That kind of stereotyping just doesn’t give out a good image. And of course, Netto and Aldi are only really positioned in places where there’s higher unemployment and a lower disposable income.
Not that it makes any difference from the misunderstood quality of their products. I guess what I’m trying to say is that there’s no shame in shopping there and more people should get over it and just go inside. I used to mock them too but then my eyes were opened – and it’s great!