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Carlsberg unveils world's best shopping trolley. Probably

Published:  29 January, 2016

Carlsberg has partnered with car customisation specialists Yiannimize to launch what it says is probably the best shopping trolley in the world.

The motorised trolley is powered by an electric engine and comes with an in-built beer-cooling system and satellite navigation as standard.

Other features include alloy wheels, a stylish leather racing seat and a dashboard with an in-built digital screen.

The initiative is in response to research from Carlsberg's insights team which shows that male shoppers often struggle with finding the right aisle and find themselves forced to purchase warm crates of beer.

Wonky shopping trolley wheels are also a particular problem for men, the research suggested.

Carlsberg trialled its new vehicle at Asda's Clapham Junction store on January 26.

Film of the stunt, including hidden camera footage to capture the reaction of other shoppers, is available to view here.

Dharmesh Rana, senior brand manager at Carlsberg UK, said: "This is the latest in our line of If Carlsberg Did experiences, and we wanted to use the supermarket insight we receive from our consumers to create a trolley like no other.

"Shopping for groceries isn't always the most exciting thing to do, so we wanted to add a little If Carlsberg Did magic to the process.

"Ultimately, it's about making the experience of purchasing our products more enjoyable for our customers."

Yianni Charalambous, director of Yiannimize Ltd, said: "We're used to working with high-end, premium car manufacturers, so when Carlsberg approached us we were naturally very excited - it's one of the most challenging briefs we've ever had.

"We're confident we've delivered probably the best trolley in the world."