Iceland's Food Warehouse launches new Aldi middle aisle rival with discount hot tubs, toys, and more

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.

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A spokesperson for Food Warehouse said the general merchandise offerings will change throughout the year "but generally cover kitchenware, homeware, gardening, cleaning products and toys, plus seasonal items".

"Although [Food Warehouse] doesn't have a middle aisle like Aldi as such, there are dedicated sections in stores," the spokesperson added.

Analyst at independent investment group Shore Capital, Clive Black added that Food Warehouse's new middle aisle range will help it increase profits. "The middle aisle can transform the average basket size and gross profit contribution, and this is what The Food Warehouse is trying to tap into," he said. "[Whilst some items will be out-of-budget for some customers, there will still be some shoppers] with cash liquidity looking for a bargain."

The news comes just a day after Food Warehouse's parent company Iceland announced it would be introducing a discount for