Aha! Now you can live out your Alan Partridge fantasies while shopping for £5 lobsters thanks to a unique tie-up between Lidl and budget hotel chain Travelodge.

Consumers can shop 'til they drop even further down the dignity league by popping upstairs for a snooze at Lidl's Newcastle-under-Lyme branch, where Travelodge will run 82 rooms in a joint hotel/supermarket type thing.

A tie-up between the Ritz hotel chain and its sister brand of cheese biscuits is expected shortly.