Battle of the kitchen machines
When German discounters Aldi and Lidl put their Thermomix clones on the shelves, all hell breaks loose—even in their ads.
Many homemakers dream of owning a Thermomix. This appliance from Vorwerk can prepare even sophisticated dishes virtually on its own and handles nearly every function—from kneading, chopping, and steaming to sautéing, fermenting, and sous-vide cooking. A color display guides the home cook step by step through all recipes, showing the required quantities, weights, and times… Cooking made easy and foolproof. The downside: The Thermomix is expensive and remains a dream for many ambitious home chefs. In numbers: 1,600 francs.
Aldi and Lidl therefore offer affordable knockoffs. The device from Aldi Süd—the «Ambiano Food Processor with Wi-Fi» —costs 199 euros in Germany and can be operated via tablet or smartphone. It is said to have some compromises in comparison It can’t quite match the original in terms of features and quality. Nevertheless, the device apparently delivers quite decent results. The demand for this affordable clone is correspondingly high whenever it’s in stock: In 2017, scuffles broke out in stores, and in 2018, the device sold out within minutes. The food processor is available for purchase again in 2019, as of October 21. The rush was likely just as intense; the product is listed as out of stock on the website.
Competitor Lidl also carries a Thermomix clone in its product lineup. The device is called «Monsieur Cuisine Connect»; it cost 299 euros last year and caused the online store’s server to crash. Although the Lidl version is more expensive, it also looks more like the original. As Lidl notes on Instagram, they have adjusted the order quantity this year to match demand. Perhaps this year—if necessary!—they won’t have to face accusations that they’re using the coveted appliance merely as a loss leader.
As far as the timing of the sale is concerned, Lidl came up short this year: The sale starts on December 5, one and a half months after Aldi’s promotion. By then, the demand among many potential customers for a smart kitchen gadget will likely have been met.
To sway undecided customers and encourage them to wait, Lidl launched a social media campaign on Facebook and Instagram last weekend—just in time for Aldi’s sales launch. The campaign features a WhatsApp conversation between friends. Without naming names, one thing is clear: buying from Aldi is not recommended. Better yet: wait it out, relax, and shop at Lidl on December 5.
