Iceland has launched a new range of special 'middle aisle-style' general merchandise items in an attempt to pull shoppers away from rival supermarket chain Aldi. Food Warehouse, owned by Iceland, has stocked up on special "when it's gone, it's gone" items - and has intentionally priced them cheaper than Aldi.
A Food Warehouse spokesperson said to Grocer : "Hot tubs are in store now for £300 and almost £100 cheaper than Aldi’s very similar product. [A toy kitchen] is also a whole £10 cheaper than Aldi."
Like products in Aldi's popular middle aisle, the latest Food Warehouse special deals are available only while stocks last. Shoppers are advised to be quick as the deals will soon be "snapped up," the supermarket said.
