If you’ve ever picked up a packet of biscuits from Aldi or Lidl and thought, “This looks exactly like the one from the other shop,” you’re definitely not imagining it. Shoppers have been comparing the two supermarkets’ biscuit ranges for years — from chocolate digestives to custard creams — and the similarities are hard to ignore.
So why do so many of their biscuits look (and often taste) almost the same? A mixture of shared suppliers, industry secrets and old-fashioned supermarket strategy explains it.
The UK Has a Few Major Biscuit Factories — And They Produce for Everyone
Something many shoppers don’t realise is that the UK biscuit industry is dominated by a handful of huge manufacturing factories. These factories don’t just make biscuits for big brands — they make biscuits for supermarket own-label ranges, too.
This means it’s completely normal for:
- The same factory
- Using the same machinery
- With slightly tweaked recipes
…to produce biscuits for multiple retailers, including Aldi and Lidl.
Large-scale manufacturers often describe this as “private label production” — essentially making the same product under different supermarket wrappers. The Food and Drink Federation gives a general overview of how common this is across the industry:
https://www.fdf.org.uk/fdf/resources/
Why Aldi and Lidl Keep Their Packaging So Similar
Both supermarkets are part of the European discount retail tradition, where packaging is intentionally simple. They keep designs clean, bold and easy to recognise, because this cuts down on printing costs and keeps prices lower.
This is why both chains usually choose:
- Block colours
- Minimal text
- Clear product photos
- No-frills branding
It’s not about copying each other — it’s about reducing production costs so the biscuits stay inexpensive.
The BBC has previously analysed how discount supermarket branding strategy works:
https://www.bbc.co.uk/news/business-35702824
Shared Suppliers Don’t Mean Identical Recipes
Here’s the part shoppers often find interesting: even if Aldi and Lidl use the same manufacturer, the recipes are not always identical. Each supermarket negotiates its own version based on:
- Sweetness level
- Texture preference
- Chocolate thickness
- Ingredient quality
- Shelf life
Manufacturers adjust recipes slightly depending on what each retailer wants to offer.
A helpful background on private label recipe variation can be found in The Grocer’s reporting:
https://www.thegrocer.co.uk/private-label/
Why Their Biscuits Are So Affordable Compared With Big Brands
Aldi and Lidl avoid huge national advertising campaigns, which keeps costs low. Instead, they focus on:
- High-volume production
- Long supplier contracts
- Efficient packaging
- Bulk ingredient purchase
- Minimal marketing
Because they don’t spend millions on TV adverts or celebrity partnerships, the savings go straight into the price of the biscuits.
Shoppers Notice the Similarities Because the Industry Is More Connected Than It Looks
Even though Aldi and Lidl compete with each other, they often rely on the same supply chain, the same few manufacturers and the same efficient production model. So when their biscuits look like twins, it’s not a coincidence — it’s simply the reality of modern food manufacturing.
This doesn’t make the products any less enjoyable. For many families, part of the fun is finding which version tastes slightly better, costs slightly less or feels slightly more nostalgic.
Leave a Reply