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

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.

The news that they may be rubbing shoulders came after the German discount grocer Lidl announced ambitions to open 40 new supermarkets in the UK...