Category-killer retailer has prices to make you wince

Aldi, the German discount supermarket chain with 290 stores in the UK, has initiated a UK marketing campaign that's bright and glossy and which supports an 18th July launch of a broad cycle product offering at amazing prices.
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Excellent looking brochures, douple-page ads in consumer bike mags and an offer page on the Aldi website are all highlighting key kit at cut-throat prices.

17-function computer: £3.99. Helmets: £6.99. Coolmax-padded mitts: £1.99. Sigg-type aluminium waterbottles: £2.99. Lycra-shorts: £5.99. Jerseys: £5.99. Alu-framed full-suss bike (Shimano Altus Revoshift gears): £189.99.

The bike is made for Aldi UK by Concept. The photograph of the bike on the front cover of the promotional brochure is first-rate.

Perhaps the latest Halfords televised ad campaign isn't aimed at IBDs, it's aimed at mass-market competitors such as Aldi?

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