Lidl named supermarket of the year

Lidl
Lidl

THE Lidl supermarket chain has been named grocer of the year, beating many more expensive and upmarket rivals.

It won the award from Grocer magazine, beating finalists including Waitrose, Asda and its German rival Aldi, which took the top spot last year.

It is a major success for Lidl, which has made an effort to target middle and higher income shoppers with its upmarket range of own-label food, quality wine and spirits.

Lidl and its rival Aldi have prompted broad changes to the way that supermarkets do business by forcing them to compete with lower prices.