I disagree. I shop at Lidl but would nevr shop at Iceland even though I can more than afford to. To me that shop is the epitomy of all that is wrong with current societal attitude towards food. Take it from freezer and stick it in oven, with no thought or care taken. Food from Lidl is a much higher standard than Iceland and in many cases, the bigger name supermarkets too.
And don't give me the "but what about people that can't afford to buy fresh." Feck off, it's cheaper to buy fresh food, IF YOU DON'T BUY IT AT FECKING ICELAND!!!!!! Sorry. makes me angry.