Aldi has taken a swipe at its rivals’ price cuts as it launches a new round of advertising for its Swap & Save Campaign.

Aldi has vowed to continue saving shoppers up to 50% on their weekly shop, as the major grocers offer a raft of New Year price cuts.

The campaign is supported by a new series of TV adverts, featuring the real shoppers who swapped from their usual supermarket to shop at Aldi.

The retailer said shoppers last year saved around £28 per week on average by switching to Aldi, with some shoppers saving between £34 to over £50 each week. Aldi said shoppers could save up to £1,400 a year by choosing to shop at the discounter.

Aldi UK managing director Tony Baines said: “Our customers don’t have to wait for price cuts and promotions to save money on their shopping.

“We offer shoppers low prices everyday of the week on the items that they typically buy as part of their weekly shop. 

“This means they are saving money on the products that they regularly buy, instead of being tempted to put extra products in their baskets just because they appear to offer better value. In some instances, price cuts can end up costing people more money instead of allowing them to make savings.”

The growth of Aldi and rival Lidl has put pressure on larger rivals including Sainsbury’s and Tesco which are both expected to report subdued Christmas trading figures on Wednesday and Thursday respectively.