People braved the cold to be among the first to shop at the Black Country's latest Aldi.
The doors opened at Willenhall's second Aldi store at 8am to a crowd of eager shoppers.
Many lined up ahead of opening despite foggy weather and temperatures barely reaching 3C (37F).
Olympic bronze medallist Marcus Ellis opened the South Street store which has created 28 jobs.
Badminton player Marcus handed out free bags of fruit and vegetables to the first 30 customers in the queue as part of Aldi’s Get Set To Eat Fresh campaign, which hopes to inspire 1.2 million school children aged five to 14 to learn more about the benefits of cooking fresh, healthy food with their families.
The new store will offer chillers and freezers with fresh, British meat products, a ‘Food to Go’ section at the front of the store, a fixture along the back wall showcasing Aldi’s beers, wines and spirits, and a section full of health and beauty products.
Store manager, Lisa Kilmister, said: “It’s been a fantastic morning here at our grand opening.
"It was lovely to meet our new customers and I look forward to meeting more of the community in the coming weeks.
"I’d also like to say a big thank you to the wonderful, Marcus Ellis, for being a part of our celebrations.”
Team GB star, Marcus Ellis added: “It’s been an honour to be a part of Aldi’s store opening.
"I’ve had a great time talking to both the adults and children of Willenhall about healthy eating and my experience of the Olympics.”
The new store is open Monday to Saturday 8am to 10pm and Sunday 10am to 4pm.