As fierce competition between supermarkets in Switzerland continues unabated, some brands have taken radical steps to get people through the doors. Two brands, Denner and Aldi, have announced price cuts of up to 36 percent for certain items like meat, drinks and other essential products.

Aldi cuts meat prices "permanently" in Switzerland

The first salvo of this new price war was fired by German discounter Aldi, which confirmed that from September it would be making all the unprocessed meat products it sells in Switzerland up to 36 percent cheaper. “Swiss meat must not be a luxury,” a statement from the company read.

For example, Aldi will cut the price of minced beef from 7,85 francs per 500 grams to 5,99 francs, and chicken thighs will cost 35 percent less at 5,49 francs per kilo. They added that they are reducing the price “permanently, without compromising on quality or fair conditions for our suppliers."

The international company explained that the move is aimed at relieving costs for customers and making cross-border “shopping tourism” less appealing, benefitting stores across Swiss cities and cantons.

Quarter of Denner products cheaper than at start of 2024

Not to be outdone, Swiss supermarket and discounter Denner announced that from September 10, 52 different products will be made cheaper. These include anything from chocolate and coffee to drinks, baby care products and pet food. In all, 500 different products at Denner will be cheaper than at the start of 2024, around a quarter of the store’s standard range.

The company also confirmed that meat prices on its shelves would be cut by 25 percent, including for minced beef and chicken. They explained that cheaper meat prices are possible due to lower prices on the wholesale market, promising that "if supply conditions change, we pass on these price advantages to our customers."

Meat prices cuts criticised by WWF

While many have praised both companies for lowering the cost of meat in Switzerland - which for many is a luxury commodity - others have argued that encouraging meat consumption at a time of global warming sends the wrong message. In a statement, the World Wildlife Fund criticised the move: "We do not need to promote meat consumption through price dumping! We would have expected more foresight and sense of responsibility."

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