Do you need to spend almost £25 on lobster this Christmas? Morrisons and Aldi are attempting to derail sales at the likes of Marks & Spencer and Waitrose by offering ready-to eat Signature Dressed Lobster for a £10 at Morrisons or lobster tails at £4.99 from Aldi.
There's similar keenly priced lobster offers from Asda and Lidl. You too can enjoy Lobster thermidor for just £5.
What's the catch?Good restaurants will tell you there's a big difference between fresh-caught lobster, served with herbs, melted butter and lemon, and the fast-frozen variety some supermarkets flog you (and there's a huge difference in price). Still, lobster is lobster.
The middle-ground and discount supermarkets appear determined not to let the likes of Waitrose and M&S cream off the luxury end of food sales with their own lobster offerings (up to £24).
Selling deluxe fare like lobster means the likes of Morrisons and Aldi also pull in the cost-conscious middle classes, flogging the same patrons cheeses, wine and other Christmas goods.
But lobster for just £5? Aldi and Lidl will tell you they can do it by keeping packaging down and a tight rein on marketing costs.
Crustaceans for ChristmasRecently Aldi hired Jean-Christophe Novelli to be the chef at a one-day pop-up restaurant following a blind tasting of its food with the Mail.
(Aldi came off strongly thumping Waitrose with its "stunning" £12.99 Veuve Monsigny Champagne and £2.29 100g Scottish smoked salmon, though don't touch the Venison Plum and Brandy pate.)
Meanwhile Lidl too is offering whole cooked lobster from under £5. Supermarket lobster, obviously, means you escape the slow-kill, clanking lid carry-on of exterminating a live sea creature in your kitchen.
David Wallace, in his essay Consider the Lobster, noted lobsters communicate via pheromones in their urine. He went on: "And it's true that they are garbagemen of the sea, eaters of dead stuff, although they'll also eat some live shellfish, certain kinds of injured fish, and sometimes each other."