Aldi UK selling premium pet food

The UK subsidiary of Aldi Süd is introducing a hypoallergenic premium food into Aldi's UK stores with its private label Langham's Complete Dry Dog Food. According to the Pet Gazette, hypoallergenic premium food of this kind has hitherto only been available in pet stores.
At £2.99 for a 2kg pack, the Aldi price undercuts the price of the leading brand in this segment, Wainwrights, by 60 per cent. Aldi UK says that customers should be able to take home the best for their pet in their weekly shop too without having to pay pet store prices for it.