With its rock bottom prices, clever advertising and increased range, Aldi is growing at 30% in the UK, but it still has a long way to go to match its share in Germany, Denmark, Poland and France. Ex-Tesco boss Sir Terry Leahy is known to be a fan of its no-frills retailing and good quality products. But Aldi also impressed judges with its fast-growing US outfit Trader Joe’s, which has somehow convinced shoppers it’s a quirky local store even though it’s part of a multinational”. Applying the same limited assortment model, Trader Joe’s has “taken private label upscale, increasing its margins in the process… without a major produce section”. OC&C rated it the second-best grocer in the world (after Wegmans) in its 2012 Proposition Index.