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Given this comes on the day Kantar data shows only Asda and Waitrose in the top 5 not showing a drop in sales share, it’s a bold move by Lidl. It also shows they are determined to continue squeezing the middle ground with new angles, rather than relying on the pure discount message. This is about emphasising the quality available consistently, not just at key seasons, and they will be hoping this message keeps savvy shoppers with them even once the economic upturn impacts on household budgets.

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