Aldi has just launched a new, smaller 'local' store in South London aimed at urban consumers.
The store is part of a trial which could be rolled out to four other locations in the capital, including Kingston, Kilburn and Tooting.
Aldi Local is similar to a Tesco Express or Sainsbury's Local as they all stock a smaller supply of supermarket goods for shoppers.
Unfortunately, the beloved Aldi 'Special Buy' aisle has been taken away from the Local stores to make way for staple items rather than inflatable swim rings and door mats.
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Aldi Local now offers 1,500 items compared to the 1,800 of a normal store.
"The main difference is that it doesn't sell bulkier items that shoppers would have difficulty transporting without a car," an Aldi spokesperson told The Grocer, making it perfect for those living in the capital who rely on public transport to get around.
The prices are also slightly higher in the Aldi Local, although the spokesperson insisted the items would still be cheaper than other nearby supermarkets.
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"The prices on certain lines in Balham are five percent higher than in Aldi's existing city stores and conventional sized Aldis," they explained. "However, the prices are still notably cheaper than nearby supermarkets in Balham."
For now, the Aldi Local in Balham is the only of its kind, but the supermarket hopes the new name will "help shoppers distinguish between smaller city stores in London and conventional-sized Aldis".
They added: "The new brand is only being trialled at Balham and the trial will be evaluated before any decisions are made on whether to roll Aldi Local out more widely."
The supermarket was was keen to point out that the Aldi Local doesn't signify a "move into the convenience market" as it's "more than twice the size of a typical convenience store".
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Featured Image Credit: Aldi
Topics: Aldi, News, Food And Drink, London