As we navigate the aisles of our local supermarkets, we’re often on autopilot, grabbing our usual items and perhaps not paying as much attention to the details as we should. But in today’s world of clever marketing and packaging design, it’s more important than ever to keep our wits about us, especially when it comes to getting value for money. This is a lesson that some Aussie shoppers have learned the hard way, particularly at ALDI, where a ‘sneaky’ marketing tactic has left many feeling duped.
The issue came to light when an ALDI customer shared her experience on the ALDI Fans Australia Facebook group. She had been consistently puzzled by the fact that she never seemed to have enough sausages after her grocery runs. ‘So I kept having not enough sausages because I thought it was 12 sausages. It’s not, it’s 7,’ she lamented in her post. The confusion stemmed from the packaging, which featured the number ’12’ in large, bold font, indicating the cooking time, not the quantity of sausages. This detail was easily overlooked by shoppers who, like her, mistook it for the number of sausages in the pack.
This shopper’s post struck a chord with many others who admitted to making similar mistakes. Comments poured in, with some calling the packaging deceitful and others suggesting it was a case of false advertising. ‘To me, this is a deliberate act of deceit. It doesn’t take 12 minutes to cook those sausages. It’s meant to grab your eye, so you assume there’s 12 in the pack,’ one person argued. The sentiment was echoed by another who called for the matter to be reported to the Australian Competition and Consumer Commission (ACCC).
On the flip side, some defended the tactic as nothing more than clever marketing. ‘I would have thought there were 12 in there without thinking. Great marketing,’ a commenter said, highlighting the fine line between deceptive practices and savvy advertising. The debate even touched on the size of the font used for the word ‘MINS’, with one shopper pointing out that if it wasn’t a marketing ploy, the company would have made ‘MINS’ as large as the number ’12’.
However, not everyone was sympathetic to the misled customers. A number of people argued that the mistake was simply due to not reading the packaging carefully. ‘Cook in 12 minutes NOT 12 sausages,’ one commenter stated bluntly. ‘I thought it would be obvious when buying that it’s a single layer,’ another added, suggesting that a closer look would have prevented the misunderstanding.
The Kidspot team weighed in on the discussion, noting that parents, in particular, might be more susceptible to such packaging tricks. The pressures of shopping with children can make it difficult to scrutinise every detail. ‘I think this is something many parents fall for because we’re so busy wanting to get in and out of those supermarkets – especially when we have our kids with us,’ one team member empathised.
Yet, for those who prefer to shop online, like another commenter named Nama, these marketing tactics are less of an issue. The digital shopping experience allows for more time to review product details without the distractions of a physical store. ‘I think it’s easier to notice these things, too, when you shop online as I do,’ she said.
Have you ever been caught out by confusing packaging? How do you ensure you’re getting what you expect when you shop? Join the conversation in the comments below and help your fellow shoppers stay informed and alert.
Also read: ALDI’s rising influence in the Australian supermarket sector
