I have worked for two producers here in the UK that supply Aldi. Basically Aldi want to match the leading brand and be cheaper.

Neither of the companies i worked were the leading brand but the Aldi product we made (for both companies) match it.

As a norm I buy from Aldi knowing they always try to get the leading brand matching quality for less.

Agreed, it’s a long and boring process but works eventually.

This is brilliant!