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UK: Aldi bids for iconic Superbuys middle aisle to be added to the Oxford English Dictionary

Discount Retail Chain Aldi UK (German family owned) have officially bid to add their 'Specialbuys' to the Oxford Dictionary to cement it's cult-like status among shoppers. The product range has gained cult-like status and the supermarket wants to make it official.

Everyone knows that Aldi's middle aisle is the place to be. You can enter the supermarket with good intentions of just getting some groceries, but you know you'll end up leaving with something like a fire pit or an egg chair.

Known as the Middle Aisle of Aldi, the range of products has become so popular with shoppers that the supermarket wants to make it's status official by petitioning for 'Specialbuys' to be added to the dictionary. The supermarket-giant has officially launched a bid to get the term added to the Oxford English Dictionary, due to the middle aisle's cult-like status among UK shoppers.

Since it was first introduced back in 2008, the middle aisle has gained notoriety among shoppers for it's eclectic range of "when they're gone, they're gone" products that are both top quality and affordable. It's so popular that it has even earned it's own army of 'Specialbuy superfans' who will happily set their alarms for 4am to check out the updates on Sundays for any new must-haves.

The range of quirky products only grows more popular and over the past 12 months, ‘Specialbuys’ has been mentioned 53.8K times on social media sites, resulting in it being seen by users a whopping 9.4 billion times on Twitter alone. As the popularity of the middle aisle grows, Aldi believes it is now the perfect time for it to be added to the dictionary, and they have even released sales figures as part of the bid. Latest figures have revealed that some of the UK's best selling 'Specialbuy' products include anything from an inflatable pool spa to a gym equipment. Julie Ashfield, Managing Director of Buying at Aldi UK, said:

“Specialbuys have taken on a life of their own over the last 13 years, they’re beloved by shoppers and even have pages dedicated to them on social media! “From garden furniture to pet gear, and kayaks to spa pools, the Specialbuys concept of amazing value products that you didn’t know you needed until you came across them has struck a chord with the British public. Being able to buy them online has also helped to boost their must-have status. The term Specialbuys is now part of the UK retail landscape, and we think it deserves official recognition in the Oxford English Dictionary.”


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