Since making its debut on Aldi’s shelves in 2019, Cuthbert the Caterpillar Cake has become a household name, beloved by children and adults alike. This charming character has brought joy to countless birthday parties, soared through the skies for charity, and even found himself at the center of a High Court battle. Now, in a testament to its enduring popularity, Cuthbert has been crowned the nation’s favourite Aldi product.
The supermarket, renowned for its affordable and high-quality offerings, recently conducted a survey asking customers to vote for their most-loved items. Over 420,000 shoppers participated, casting their votes across ten categories, including Social Media Star, Cleaning, Sweet Treats and Snacks, Lunch, Dinner, Fakeaway, Store Cupboard Essential, Top Tipple, Health & Beauty, and Best of British.
Cuthbert emerged as the clear winner, securing the highest number of votes (30%) in the Social Media Star category. The £6.49 chocolate treat has become synonymous with Aldi, captivating social media users who have dubbed it the ‘best cake yet’, ‘iconic’, and an ‘Aldi hero’.
This success didn’t come without its challenges. Cuthbert’s rise to fame coincided with a legal dispute with M&S over its Colin the Caterpillar cake, leading to a High Court case in 2021 that briefly removed Cuthbert from shelves. However, Aldi’s social media team embraced the drama, launching the #FreeCuthbert campaign and cleverly branding M&S as ‘Marks and Snitches’. Cuthbert’s eventual return was met with cheers, and he celebrated his comeback with a dramatic 40,000ft skydive to raise money for Teenage Cancer Trust.
The survey revealed a diverse range of other popular products, highlighting Aldi’s commitment to offering quality across various categories. Aldi’s Magnum Original Washing Up Liquid, priced at just 69p, came second overall, proving its popularity in the Cleaning category. Belmont Milk Chocolate Digestives, selling for 77p, topped the Sweet Treats and Snacks category, while Nordpak Spreadable Slightly Salted won the Best of British Category. Other favorites included Carlos Loaded Pepperoni Stuffed Crust Pizza (£2.25) in the Fakeaway category, and Pierre Jaurant Sud De France Rosé (£6.29) as the nation’s ‘Top Tipple’.
Aldi’s customer survey has not only highlighted the supermarket’s most popular products but also underlined its commitment to providing affordable and quality options for its customers. The ‘Fan Favourite’ designation will now be displayed in stores, making it easier for customers to find their most-loved items. As Julie Ashfield, managing director of buying at Aldi UK, stated, ‘There’s never been anything like Cuthbert in Britain’s supermarkets. Well, maybe there have been a few similarities elsewhere, but we’re rightly proud of our iconic cake, and so it seems are our shoppers.’
