Aldi Says −31% on Coop's Organic. Coop Stayed Silent: Here's Why
Migros filed a complaint within four days. On the same kind of ad, Coop said one sentence: no comment. We checked every printed line of the organic receipt, one by one.
The short answer
- All eight printed lines check out. Four Coop lines and four Aldi lines, verified one by one: the prices match to the centime, and two printed article numbers (597546, 512409) match the products in the catalogue.
- Here the comparison is organic vs organic, same product type: nettle tea against nettle tea, alpine-herb iced tea against alpine herbs, 87% against 85% dark chocolate. Far sounder than the pairing used against Migros.
- But it's always Naturaplan. All four Coop lines come from the premium organic range. Coop also has a budget organic line, Bio 365: organic chopped tomatoes 400 g cost 0.85, exactly the same as at Aldi.
- Third-party tests back the order of magnitude: Beobachter (2024) measured Coop's organic 20% above the cheapest retailer, with an organic markup of 88% against Aldi's 60%.
- Where Coop wins, it wins big: organic yoghurt in the 1 kg tub costs CHF 0.26 per 100 g against Aldi's 0.49, and on organic UHT milk the two are identical per litre.
One thing, though: this ad does the opposite of the Migros one. The lines it shows are harsher than its own headline. Let's take it in order.
Method: prices with a link are the official shelf price of 24–30.08.2026 (Rappn price database, identical across all 29 monitored cantonal zones; links open the product page, in German or French, as the retailers have no English storefront). Where a price comes from the ad rather than the online catalogue, we say so in the row. Cover: the Aldi ad (source: ALDI SUISSE, flyer 27.08–02.09.2026).
Two ads, two opposite reactions
The Aldi campaign has three baskets. The «family» basket targets Migros (−32%); the organic basket targets Coop: «Mehr Bio, weniger zahlen», two receipts side by side, CHF 37.75 against 25.80, a claim of 31% savings, and a footnote reading «up to CHF 11.95 price difference».
Migros reacted within four days with a formal complaint, calling the comparisons «misleading and partly false». Coop, on the same kind of ad, said one sentence: it does not, as a matter of principle, comment on details of third-party campaigns (kleinreport.ch and persoenlich.com, 27–28 Aug 2026). No complaint, no demand for withdrawal.
In comparative advertising, silence is information. Here are the numbers.
The eight printed lines, checked one by one
| Product | Coop (Naturaplan) | Aldi | Δ |
|---|---|---|---|
| Organic nettle tea, 20 bags | 2.95 | 1.25 | −58% |
| Organic French dressing, 500 ml | 4.95 | 2.79* | −44% |
| Organic alpine-herb iced tea, 50 cl | 1.40 | 0.85 | −39% |
| Organic dark chocolate 100 g (87% / 85%) | 3.95 | 2.29 | −42% |
| Total, visible lines | CHF 13.25 | CHF 7.18 | −46% |
The Coop organic tea is Naturaplan's Swiss organic nettle infusion, 20 bags, CHF 2.95 on the shelf — the name matches the printed line «Brennnesseltee Schw» exactly. The iced tea: CHF 8.40 for the 6×50 cl pack, i.e. 1.40 per bottle. *The Aldi dressing at 2.79 is the ad's price: that product is not in Aldi's online catalogue, and we say so.
Two details make this check unusually solid. First: the printed article numbers match. The line «597546 RAS Bio Tee» corresponds to Aldi's organic nettle tea, and «512409 Bio-Ice Tea» to the organic alpine-herb iced tea: the same codes appear in the product-page addresses. Second, and more interesting: the visible lines show a 46% gap, larger than the 31% in the headline. The items hidden under «further items» therefore narrow the gap rather than inflating it. The opposite of what you expect from a purpose-built ad.
Why this comparison holds up better than the Migros one
In our fact-check of the Migros ad the mechanism was obvious: brand against private label. The Alnatura organic tea sold at Migros for 2.10 against Aldi's organic tea at 1.25 makes −40%, yet on the same shelf Migros' own-brand tea cost 0.95.
Here it is different. The pairs are organic against organic, and of the same product type: nettle against nettle, alpine herbs against alpine herbs, high-cocoa dark chocolate against the same. The tier jump that inflated the Migros comparison is missing.
One choice remains, though, and it matters: all four Coop lines are Naturaplan, the premium organic range. Coop also has an entry-level organic line, Bio 365. On organic chopped tomatoes 400 g the maths runs like this: Bio 365 at CHF 0.85, Aldi at CHF 0.85, Naturaplan at CHF 1.60. Same product, same pack size, same organic label: at equal tier the gap is zero, at different tiers it is −47%. Whoever picks the shelf line picks the headline.
What the independent tests say about organic
| Test | What was measured | Result |
|---|---|---|
| Beobachter, Jan 2024 | 10 everyday organic products | Coop organic +20% vs the cheapest |
| Beobachter, Jan 2024 | Organic markup over conventional | Coop +88% · Aldi +60% |
| Beobachter, Jan 2024 | Organic spaghetti 1 kg | Coop 5.90 · Migros 3.40 · Aldi/Lidl 2.70 |
| K-Tipp organic, 2021 | 50 organic products | Coop +37% vs Aldi |
And this is where the silence explains itself. Against Migros, Aldi claimed 32% where third-party tests measure 2–12%: there was room to object. On organic, by contrast, independent sources have measured a double-digit gap against Coop for years, in one case even above the ad's 31%. Protesting would have meant inviting everyone to reopen those tests.
Where Coop wins (and not by a little)
- The large format. The 1 kg Naturaplan organic plain yoghurt costs CHF 2.60: that is 0.26 per 100 g. Aldi's 180 g organic tub costs 0.89, i.e. 0.49 per 100 g. In family format, organic costs almost half as much at Coop.
- Organic milk is level. Coop, 6×1 l for CHF 11.70 = 1.95 per litre. Aldi, 1 l for CHF 1.95. Identical.
- Organic eggs: Coop 5.60 against Aldi 4.89 for six: −13%, a modest gap.
The referee's verdict
«31% savings on organic»: the comparison is fair, the tier choice is not. The printed lines check out to the centime and pair products of the same type, both organic. But they set Coop's premium range against a discounter's entry-level organic. With Bio 365, on the same product, the gap disappears.
«Coop should complain like Migros»: the data says otherwise. On organic, the gap measured by third parties is real and double-digit. That is most likely why, a week after publication, no Coop complaint is on record.
What remains unverifiable. Here too the printed receipt is truncated («further items»): from the visible lines alone you cannot reconstruct the total of 37.75 against 25.80. That is the objection Migros raised formally, and it applies identically here, even though in this case it works against Aldi.
The conclusion holds for all seven chains we compare: the gap is not a property of the chain, it is a property of the shelf line you pick. The full picture: Aldi vs Coop and Switzerland's cheapest supermarket.
Three quick questions
Is Coop's organic really more expensive? On average yes: Beobachter measured it 20% above the cheapest retailer, with a markup over conventional of 88% against Aldi's 60%. But it depends on the line: with Bio 365 the gap can vanish, and on large formats Coop can cost half as much.
Will Coop demand a withdrawal like Migros? Not so far: the company says it does not comment on third-party campaigns as a matter of principle, and no complaint is known. We will update this page if that changes.
How do I avoid overpaying for organic? Look at the line before you look at the chain: entry-level organic against premium organic can be worth 50% on the same product. And read the price per kilo, not the number on the label.
Why Rappn exists
Rappn compares prices and deals across Migros, Coop, Aldi, Lidl, Denner, Aligro and Otto's for your area, and the receipt scan shows where your grocery budget actually goes. No commercial agreements with any supermarket, no affiliate links: this article's numbers come from exactly that.
- Live comparison across 7 chains, updated weekly, per canton.
- An organic filter to see only organic products, chain by chain.
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