Iceland to sell Lobster for £5 in middle class price war

Damian Clarkson

Iceland has become the latest discount supermarket to lure middle class shoppers as it begins stocking whole lobster and 'hand-dived' scallops in its frozen aisles.

Shoppers will be able to bag a lobster imported from Canada for £5, while Peruvian scallops will set you back £4.

Iceland says both will be available in store from November the 5th as it looks to offer families 'great quality seafood in the build up to Christmas

Luxury discounting

Discount supermarkets have enjoyed a surge in popularity in recent years as the rising cost of living forces households to 'downsize' from their traditional chain of choice.

Such discounters will run stereotypically 'middle class' promotional offers in order to lure this new demographic through the doors and turn them into loyal customers.

In the past we've seen Aldi offering Wagyu beef at a quarter of its normal retail price and pheasant at £7.99, while Lidl has sold smoked salmon for £2.65, roughly half what it would cost in other stores.

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Quality association

As well as attracting new customers, these promotions are also an attempt to dispel the myth that discounters offer lower quality goods.

Aldi and Lidl in particular have been successful at this, bagging numerous prestigious awards for their food and drinks ranges.

Earlier this week, Lidl matched Waitrose in a mass blind-tasting of indulgent Christmas foods.

BBC Good Food compared more than 240 festive treats from 11 supermarkets and both won three categories.

Fellow discounter Aldi won two of the 30 gongs on offer across six categories, the same as Tesco.

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