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Competitor Monitoring: Aldi Beats Fortnum & Mason In Christmas Pudding Taste Test

October 30, 2012
Written By

Upmarket department store Fortnum & Mason has been trumped by discounter Aldi in a Christmas pudding taste test.

Aldi‘s £7.99 Christmas orange-topped pudding was named runner-up in the Good Housekeeping magazine test with judges describing the competitively priced private-label product as ‘delicious’ and ‘a real bargain’.

Fortnum & Mason‘s £24.95 Christmas pudding was described as a real disappointment in the taste test organised by Good Housekeeping magazine. The posh pudding achieved just 29th place out of the 32 puddings tested. Waitrose came first in the tasting exercise with its cherry and almond-topped Christmas pudding with edible glitter.

Good Housekeeping magazine tested seasonal food and drinks products from more than 20 retailers. The publication’s consumer director Caroline Bloor said that they had done all the hard work for shoppers by tracking down the best options for Christmas. ”You don’t need to bust the budget buying expensive names to treat everyone to something special. In most categories, the overall winner is from a high street supermarket.

Consumers can save time on product comparisons and price monitoring with this new retail intelligence. Check out the product reviews and pricing in the latest issue of Good Housekeeping magazine.

© 2012 Profitero

About Profitero

Pricing intelligence company Profitero provides retailers with actionable price intelligence data, monitoring over 50 million products across 4,000 eCommerce retailers every day, observing pricing, promotions and stock availability. We work with the world’s leading retailers, enabling them to acquire new customers and grow profit margins by monitoring and responding to changes in competitor pricing and promotional activity as they happen. For more information on Profitero price intelligence and competitor monitoring, visit or email

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