Aldi will be stocking cut-price fresh lobster for the first time this Christmas, as the supermarket hopes to take on upmarket rivals with a range of luxury goods.
The £9.99 lobster tails will be part of a food line that will feature Serrano ham for £49.99, compared to £120 elsewhere, as well as wild pheasant.
Over the past year Aldi has become very popular among the recession-hit middle classes attracting an extra one million, mainly affluent, shoppers who have helped to double profits.
Bosses say the shift upmarket means it is having to upgrade its selection of mainly own brand produce for its new well-heeled clientele.
Joint managing director Matthew Barnes said Aldi is appealing to more people despite some customers preferring to keep it a secret.
‘We are continuing to open stores right across the country, attracting more people and a broader demographic to Aldi', he said.
New locations in affluent locations such as Knutsford and Winchester means that Aldi are setting their sights directly on competition with Waitrose.
