Why Tesco won’t refer to Aldi and Lidl as ‘discounters’

‘German discounters’ and Aldi and Lidl have become synonymous in the retail world. But not for Tesco, which will only refer to the competition as ‘German retailers’. And there is strategy behind the semantics.
“The reason I refer to them as German retailers is, actually, every time we talk about them as discounters we do a bit of marketing for them,” Tesco’s outgoing boss Dave Lewis said at the Festival of Marketing. “Actually, given their pricing