Aldi announces death of its beloved super cheap middle aisle – but all is not as it seems

ALDI has left their loyal shoppers heartbroken by announcing the death of their famous middle aisle – but not is all as it seems.

The bargain retailer is the latest brand to post a shocking public announcement on Instagram appearing to axe one of their popular products.

The official Aldi special buy Instagram account – which boasts almost 500,000 followers – shared an image with the heading “RIP MIDDLE AISLE”.

A snap of the iconic supermarket range was also included with a pair of white angel wings coming from either side.

It was all followed by the serious caption: “An important message from Aldi admin.”

The startling post left hundreds of shoppers frantically rushing to check if it is actually real due to the popularity of the middle aisle.

Dozens of people took to the comments to voice their sadness over the apparent shutdown of the aisle.

One exclaimed: “How could you?! I had a heart attack.”

Another paid tribute by saying: “The middle aisle will forever have my heart.”

But the devastation that swept over Aldi superfans was quickly over as they continued to read the post.

They said the RIP threat was actually a clever piece of initialism created by the Aldi admins who really meant “Really Impressive Prices”.

The post continued: “You might have heard that our iconic middle aisle is heading to the big shop in the sky.

“Actually, you probably haven't. Because it isn't.

“We've made something up for attention again. We'd never do you guys like that.

“Long live the middle aisle and all her beautiful treaty bits.”

Thousands of people reacted to the joke and left comments both praising Aldi for their marketing tactics as well as blasting them for giving them a huge fright.

One shopper said: “My heart skipped a beat then! Where else would i get a facial steamer and a bag of prawns from?”

A second wrote: “Somethings are just not to be joked about...”

A third chimmed in: “How dare you play us like that Aldi! Almost had a full on break down then, can’t live without the middle aisle!”

The social media stunt has been replicated by several brands ever since Lipton's claimed they were discontinuing its popular peach ice-tea drink for good earlier this week.

The popular company took to Instagram to share a post which said: ‘You may have heard that our iconic Peach Lipton lce Tea flavour is getting discontinued.

“We know – it hurts (sorry if we've ruined your go-to afternoon chill bev).

“We appreciate your understanding during this period of adjustment and apologize for any inconvenience caused. #RIPeach.”

They also used an image of a can of the drink with the same white angel wings as Aldi.

After receiving a slew of backlash from devastated fans Lipton admitted the move was only an early April's Day stunt.

Lynx also copied the Lipton post almost word for word as they made their own version related to the Lynx Africa body spray.

Another marketing ploy saw the Duolingobird, the popular bird mascot of thelanguagelearning app, also recently killed off by the company.

Posts went viral on social media humourously poking fun at the tragedy, only for Duo to be resurrected a short while later.

The PR stunt caught the attention of millions acrossappslikeTikTokand X, and even prompted celebs likeDua Lipato pay her respects.