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If you’ve ever been perusing the aisles at your local No Frills grocery store and thought, ‘I wish I had an outfit that represented how much I love getting food at a great price,’ you’re not alone. After many requests from customers, No Frills has now launched a fashion line. Ask and you shall receive.

Calling the new line Hauler, No Frills is now offering five items online for those shoppers who want to take the feeling of getting deals on groceries home with them long after they’ve put their cans of soup away in the pantry. Currently, Hauler has five items available for sale, including one long-sleeve shirt, one sweatshirt, and three styles of t-shirts. All items are unisex and the t-shirts, which are available now for pre-order, are priced at $20. As for the long-sleeve tee and hoodie, they’re already sold out. People really love No Frills.

 

Hauler: one who hauls. Hard. #hauler #haulhard

A post shared by No Frills (@haulhard) on


The discount grocery chain launched a website and marketing video for Hauler, defining the term as “Someone who gets a lot, for a lot less.” The video features shoppers flying through the aisles and spinning products on the tips of their fingers, evening paying homage to Beyoncé’s “Formation” video with one woman leaning out the car window as she happily smiles about her huge grocery bill savings. I don’t think I’ve ever seen a video make grocery shopping look so…fun. Yeah, there’s a reason the Hauler products are already selling out. Well played, No Frills.

The grocery chain, which is owned by Loblaws, says that they will likely continue to add more items to their online store. Currently there are 250 No Frills locations that are selling reusable Hauler tote bags as well.

Yellow on yellow. #hauler #haulhard

A post shared by No Frills (@haulhard) on

Mary MacIssac, vice-president of marketing for Loblaw’s discount division, says that No Frills new clothing line isn’t intended to make additional income for the company, but instead to give customers products they’ve been requesting. “It’s a cool way of celebrating these customers, and doing it with this No Frills swagger,” says MacIssac. “They’re kind of wearing this as a badge of honour.”

Check out all the Hauler gear online here.