BARGAIN hunt! NEW
Denise Van Outen investigates how shopping in Lidl and Aldi offers excitement and surprise…
Every week, bargain hunters flock to the middle aisle of discounter stores Lidl and Aldi in the hope of bagging anything from a cheap camping chair to a low-price waffle maker. But what is it about the middle aisle that keeps us coming back for more?
In this new show, Denise Van Outen uncovers the secrets of the middle aisle, from the mystery of its brands to the truth behind its constantly changing stock.
‘The middle aisle transforms our dull weekly shop into a treasure hunt,’ says Denise. ‘The shelves have been stacked with temptation to keep people coming back for more. Most importantly, it’s fun!’
However, none of the products in the middle aisle are there by accident, and twice a week around 100 new products are added.
Yet what often seems like chaos is all part of the plan.
‘It looks to us like an eclectic and bizarre range of products, but from a retail perspective, it’s very well thought out,’ explains retail analyst Kate Hardcastle. ‘It’s the idea that you’ll find hidden treasures in there.’ Denise learns that the poshsounding middleaisle brand names are actually Aldi and Lidl’s own products, bought in bulk to make them cheaper. ‘The middle aisle has transformed shopping,’ says Denise. ‘The constant change means there’s something new every time you walk through the doors!’