The great Christmas chocolate price war has begun, with Aldi cutting the price of Quality Street 500g and Cadbury Heroes 475g to £3.85 a tub.
That makes Aldi's tubs the cheapest on the market, according to the supermarket, as shoppers begin stocking up for Christmas.
And the timing could hardly be earlier, with festive food shoppers already looking for ways to spread the cost of Christmas. But Aldi isn't the only supermarket making a move.
Sainsbury's cuts price of Quality Street and Cadbury Heroes
Sainsbury's is currently selling its 550g Quality Street tub for £3.95, meaning Aldi's 500g tub is just 10p cheaper despite containing 50g less chocolate.
Sainsbury's is also offering Cadbury Heroes for £4.95 to Nectar card holders, putting Aldi's 475g tub £1.10 cheaper.
The Aldi price represents a significant reduction compared with some supermarket prices, with the retailer claiming its tubs are around 40% cheaper than the equivalent Sainsbury's products.
For shoppers stocking up on several tubs, the difference could quickly add up.
The race is on for the big Christmas supermarket shop
Aldi's latest move means the annual Christmas chocolate price race is already gathering pace, with supermarkets competing to tempt shoppers with some of the most recognisable tubs of the festive season.
The £3.85 price is available from today, giving early Christmas shoppers the chance to get their chocolate stash sorted before the festive rush.
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And for families planning ahead, buying a few Christmas favourites now could also help spread the cost of the big day rather than leaving the entire food bill until December.
With Quality Street and Heroes among the traditional Christmas favourites, the latest reductions could be just the beginning of the supermarket battle over festive chocolate prices.
The big question now is whether other supermarkets will follow Aldi's £3.85 move - and who will eat the last of the strawberry and orange creams?
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