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Canterbury is now home to two Aldi supermarkets, following the launch of a new store on the western side of the city.
The German retailer, which is heavily expanding its UK portfolio, opened the doors to its new branch on Thursday morning.
The Sturry Road outlet sits beside the city's B&Q store which has been downsized to cater for the new business.
Aldi says more than 40 jobs have been created as a result of the supermarket's launch.
Store manager Simon Possee said: “It’s been a wonderful morning here at the opening of Aldi Canterbury.
"It was lovely to welcome our new customers into store, and I look forward to meeting more of the community in the coming weeks."
Team GB hockey star Susannah Townsend cut the red ribbon to officially open the store, while the first 30 customers in the queue were given free bags of fruit and vegetables.
Pupils from Parkside Community Primary School also helped with the opening ceremony.
The supermarket is open from 8am until 10pm, Monday to Saturday, and 10am to 4pm on Sundays.
A coffee chain will also be taking up residency in a new unit neighbouring Aldi, but a tenant has not yet been secured.
Canterbury's other Aldi is to remain in operation, yet question marks surround its future.
Retail analysis submitted with last year's planning application stated how it is estimated the new Aldi will secure a turnover of £10.3 million in 2025 - making it the eighth biggest money-making supermarket in the city.
Calculations show come 2025, 15% of annual turnover from the nearby Lidl will be diverted to Aldi, while a hefty 27% of Asda's income is expected to be swallowed up.