Netto fired another warning shot at supermarket rivals as it launched a new phase in its Smart Shopping campaign.
The discounter has changed its marketing strategy in a bid to persuade consumers that it can deliver on quality as well as on price. Two million leaflets have been sent to UK households with the new message.
Managing director Claus Waedeled said that the same snobbery that prevented Danish people shopping at its discount stores 15 years ago was a hurdle the new UK marketing campaign aimed to address.