Aldi versus Waitrose: can the discounter do luxury?

Discount supermarket Aldi has announced that it's going upmarket for Christmas. It will launch a variety of posh food for the festive season, including lobster tails, whole legs of Serrano ham, and a three bird Christmas roast including wild pheasant.

So why has the discounter decided to take on posh supermarkets like Waitrose for the festive season?
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