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There is nothing downmarket about Aldi - it's exaclty the opposite. Some of the nicest contintental food available in UK supermarkets is sold by Aldi. They are by far superior on price for fruit/veg, on quality for deli meats and cheeses and on simple pricing that isn't designed to confuse or trap. Everyone gets the same value at Aldi. They do not punish single people for not buying in large quantities.

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