Channel 4 has commissioned Secrets of the Middle Aisle, a brand-new programme lifting the lid on how discount retailers Lidl and Aldi have created the ultimate impulse buys.
Presented by Denise Van Outen and produced by Glasgow-based indie Firecrest Films, this new 2 x 60’ commission delves into the retail phenomenon of the discounters’ middle aisles, where shoppers can pick up anything from gadgets to garden furniture, pyjamas or pool inflatables, all at seemingly low prices.
Denise Van Outen will dig into the secrets of the middle aisle’s special buys and seasonal offers that entice shoppers through the doors of discount supermarkets each week.
How do Lidl and Aldi add so much excitement to the supermarket food shop? How do they secure such major discounts? And are the middle aisle offers worth buying anyway?
Denise Van Outen comments: “I’m a bit of a bargain spotter myself, so I’m really looking forward to getting to the bottom of how these supermarket offers work and whether they’re all they seem.”
Channel 4’s Deborah Dunnett comments: “What I love about the middle aisle is how much joy it brings to shoppers – across all social class, all around the UK. So of course, we want to know the secrets behind its success.”
Firecrest Films’ Nicole Kleeman adds: “It’s a timely moment to be exploring how shoppers are making their money go further by picking up discounts in the middle aisle. We’re delighted to be working with Denise Van Outen to explore how this modern retail icon is shaking up the British high street."
Secrets of the Middle Aisle will air on Channel 4 and All4.