Aldi brands "equal" big names

Following a blind taste test, the company said that 12% of people could see no difference between its tomato ketchup and that offered by Heinz.

Moreover, it stated that over twice as many consumers believed its version of mineral water tasted better than the alternative from Volvic.

Aldi's managing director Paul Foley suggested that the study – initiated by Cambridge Market Research – proves the supermarket can provide goods that taste similar to big names but at a cheaper price.

"Brands spend millions each year to make an impression with consumers. It has been fascinating to see that when you strip away the packaging and actually sample the product, the brand image or personality has little impact on taste," he said.

In total, 100 people were questioned for the retailer's Taste the Nation publication.