Aldi makes a cheeky quip as outraged shoppers spot McVitie’s Digestives being sold for £5.39 by another retailer

• McVitie’s Digestives, enjoyed across the UK, were spotted being sold for £5.39 
• READ MORE: Why are food prices rising in the UK?

Aldi has gently poked fun at McVitie’s after an outraged Brit shared its beloved Milk Chocolate Digestive biscuits being sold for a whopping £5.39 at a shop.

A viral tweet sparked fury as shoppers hit out at the cost, with some joking they’ll ‘be a tenner next month’.

However, budget supermarket chain Aldi – known for it’s tongue-in-cheek social media team – simply responded with ‘Belmont Chocolate Digestives: 69p’. 

The thrifty alternative gives you 300g worth of the tasty tea-dipping treat compared to the 433g being offered for nearly £6 at an unknown shop. 

Aldi’s version would still be a manageable 23p per 100g – compared to the outlandishly pricey McVitie’s being sold at £1.24 per 100g.

It’s not clear where the extortionate biscuits were being sold at, but McVitie’s digestives in similar packing tend to range from 56.4p per 100g to 71p per 100g from other retailers. 

Aldi has gently poked fun at McVitie’s after an outraged Brit shared its beloved Milk Chocolate Digestive biscuits being sold for a whopping £5.39 at a shop

Therefore fans of the sweet crumbly snack were shocked to see such a hefty increase, shared by No Context Brits on Twitter on Sunday.

‘I speak for us all when I say ‘eff that!” one horrified customer remarked. 

‘Jesus, I bet the Hob Nobs are in double digits’, another quipped.

A third simply wrote: ‘Oh my god.’ 

‘No way,’ another penned, while others lamented the cost of living crisis. 

But not everyone was as quick to turn themselves on the quintessentially British biscuit.

Many defended the occurrence as a one-off fluke and implied it may simply be an expensive area.

‘My local Tesco doesn’t have that size but 2z266g is £2.65,’ one explained.

While the thrifty alternative gives you 300g worth of the tasty tea-dipping treat compared to the 433g being offered for nearly £6 at an unknown shop, Aldi’s version would still be a manageable 23p per 100g. Stock image used

Budget supermarket chain Aldi – known for it’s tongue-in-cheek social media team – simply responded with ‘Belmont Chocolate Digestives: 69p’

A second agreed. 

‘Not sure where this is but they are £1.75 in bulk on Amazon,’ they added. ‘And £2.00 in Asda. So probably just a mistake.’ 

‘Yummy though,’ another expressed.

Aldi’s cheeky tweet however was still a hit with customers, who praised the Belmont biscuits as irresistible. 

‘Belmont digestives – best ever! I have little to no restraint when it comes to these,’ one satsified customer wrote.

Aldi’s cheeky tweet however was still a hit with customers, who praised the Belmont biscuits as irresistible 

Another revealed: ‘The trouble with those Belmont ones is they’re so delicious with a cup of tea it’s quite easy to go through a whole pack, I should know I’ve just did it.’  

‘Problem is, I’d go in for Chocolate digestives and come out with a kayak, a kettlebell set & a four person tent,’ a third joked. 

MailOnline has reached out to McVitie’s for comment. 

It comes as figures show that supermarket food basics including some meat, yoghurt and vegetables have doubled in price since last year.

Consumer watchdog Which? urged Prime Minister Rishi Sunak to intervene on behalf of struggling shoppers as its latest data shows food inflation remaining at ‘shockingly high levels’.

Food producers have been forced to increase their prices due to the rate of inflation, which has seen brands increase the cost of items such as meat, yoghurt and vegetables, which have doubled in price.

The UK minimum wage has also played a factor in the rise in food prices. It has risen from £6.70 in 2015 to £10.42 as of April 2023.

Supermarket own-label budget items were up 25 per cent in April 2023 compared to April 2022, hitting low-income shoppers hard.

Branded goods, meanwhile, did not change in price in March 2023, staying at 13.8 per cent higher than April 2022. Regular own-brand food and premium own-brand food inflation decreased slightly.

Rebecca Tobi, senior business and investor engagement manager at The Food Foundation, said: ‘We know that the current food price crisis is causing a great many households to cut back on essentials.

‘With levels of food poverty among children having doubled in the year to January 2023, government and businesses must act urgently to ensure that everyone can afford and access healthy essentials like fruit and vegetables.

‘If not, we will be seeing the long-term health and economic consequences of the cost of living crisis playing out for years to come.’

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