SECRETS OF THE MIDDLE AISLE AT CHRISTMAS
Channel 4, 8pm
Have you ever nipped to certain supermarkets for a pint of milk and come out with a hot-dog toaster? Or a heated dressing gown? Or perhaps a glowing unicorn?
“The middle aisle has become a bit of a British obsession,” says Denise Van Outen, who hosts tonight’s guide to this bizarre shopping destination, which lures customers in with eclectic products they never knew they needed.
In this special Christmas edition, Denise uncovers the clever tactics behind the seemingly disorganised middle aisle and how supermarkets keep us in their aisles during the festive season.
The secret to winning the war, apparently, is in the middle aisle.
Retail expert Kate Hardcastle says: “They need to get in first. They have got to make sure the middle aisle has all the items you want so you can tick items off the list early.”
Denise puts some favourite middle aisle products to the test and also meets fellow devotees, who tell her: “You never know what you’re going to find!”