Denise Van Outen browses UK’s middle aisle obsession for Channel 4

Denise Van Outen down the middle aisle for c4

Channel 4 has commissioned Secrets of the Middle Aisle (w/t), 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.

Middle aisle obsession

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?

“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”, Van Outen said.

The two 60-minute programmes have been commissioned for Channel 4 and All 4 by Jo Street, Head of Daytime & Features and Deborah Dunnett, Commissioning Editor, Daytime & Features in Glasgow. Executive Producer at Firecrest Films is Nicole Kleeman.

Channel 4’s Deborah Dunnett said: “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 added: “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 (w/t) will TX on Channel 4 and All 4 later this year.