Lidl goes upmarket with a focus on elite London postcodes as part of its aggressive $665 million U.K. expansion

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While the stars of Made In Chelsea might find the organic quinoa a bit more difficult to locate in their new local Lidl, a shopping trip there will surely prove much more cost-effective than nipping into Whole Foods Market.

And that’s before they encounter the enticements of the eclectic discoveries within the Middle Aisle of Lidl.