Such a shame. It wasn’t long ago I really enjoyed being an Aldi or Lidl shopper. I felt on the verge of great discoveries. Truly kicking aside the fake-friendly, bargain-lying, pack-your-bags-for-you-sir? Utter crap that I felt constituted the UK supermarket scene.
Fast forward to 2016 and you can hardly tell them apart. And with that the prices, once about half or a third of comparable goods in Sainsburys, or Tescos – are now edging-up as market share gains, and habits are re-set.
Witness their Social media pages, their TV adverts, music style borrowed from the established players, chatty-batty commenting, so obviously tuned to the mainstream – not a German mis-quote, or misunderstanding of a slogan in site, sight, site, either will do in this case – and all the worse for it.
It was good while it lasted.