Cost-conscious grocery shoppers in South Jersey will soon have another option when the discount supermarket chain Lidl opens three new locations this year.

Lidl, a company that describes itself as " a successful chain of grocery stores, expanding strongly throughout Europe, America and beyond", have received approval to open three new stores in Cumberland County.

The local stores; on West Landis Ave., Vineland, North 2nd St.,Millville and North Pearl St. in Bridgeton. Those Cumberland County locations have a median household income below $50,000, considered a more attractive market to the no-frills chain than the state's median income of over $72,000, according to the Press report.

The Press of Atlantic City reports the Lidl company (LEE-del), plans to join another German-owned grocery business, Aldi, by expanding heavily into the east coast of America, with 150 stores opening in 2017.

Construction of the Vineland location of Lidl is underway next to the Vineland ShopRite and just across from a Walmart with a grocery store.

Let the grocery store price wars begin.

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