The £2.89 Dinner – A Christmas Threat For Brands?

                                                             Pic: Daily Mail & Good Housekeeping

It’s possible to serve turkey with all the trimmings for as little as £2.89 per head. According to The Daily Mail, a study by The Good Housekeeping Institute outlines a traditional own label Christmas dinner that it claims will serve eight for just £23.08

Selecting key ingredients from Lidl and the major multiples, the menu targets the savvy consumer with a brand-free solution to Christmas fare…

With consumers increasingly prepared to walk for a bargain, the dilemma for brand-owners has to be whether to try to regain access to the Christmas Dinner, or focus on Christmas categories where own labels do not dominate, yet….

NB. Despite a diligent search, the above menu still showed a 10% increase in ingredient cost since last Christmas!