I have noticed that Asda etc seek out "poorer" areas to site their stores than posh Waitrose or M&S, or even Sainsburys. I shop at all of them depending on where I am. You get what you pay for. In Asda, everything tastes of Asda. Bleaugh. 25 doughnuts for 99p. Sums it up. M&S is more expensive, as is Waitrose, but the food is really good quality and you feel healthier eating it. Tesco is in the middle. Don't knock Lidl though! It's not bad at all! It isn't a chavvy store just cos it is cheap. It is German, and a warehouse, and cuts costs through other means. Their tinned and jarred food is great- things like Ravioli, kidney beans etc. Their salad is much bigger and more impressive than other supermarkets too.