Research has shown that consumers often think the more expensive a product is, the better the quality. For its 2020 Christmas campaign in France, ALDI, known for its low prices but not enough for quality, conducted a taste test challenge to prove that quality is not always determined by cost. Consumers were asked to taste ALDI products labelled with low, medium, and high prices. Predictably, 81% preferred the most expensive option. Upon discovering that all three options were the same ALDI item, consumers learned just how much they are influenced by price. ALDI shows the "Real Surprise of Christmas" this season is that it is possible to find quality products at low prices. And that's a great thing for French palates as well as pocketbooks.