I think that's the complete opposite of what they stand for. If I go into Lidl I have to buy their own-brand fake ariel washing powder. Where as if I go to Tesco, I can choose the expensive name brands, Tesco's own brand or anywhere in between.

>"I have to buy their own-brand fake ariel washing powder"

You give too much credit to advertising and brand identity if you think "fake ariel" is something inferior to "real ariel", or that "real ariel" is something hard to achieve that means quality.

I didn't say it was necessarily better or worse, just that almost all of their branding intentionally rips off brand name designs. I've shopped in Lidl and Aldi a good few times over the years, and some of their stuff is fine quality, some I wouldn't touch with a bargepole. You just don't know until you try each product.

Perhaps Lidl has a different approach for your market ?

At least in Europe you have a chance to choose what you want: The classical premium brands, premium Lidl brand or cheap brands.

Lidl's own-brand washing powder is supposedly pretty good though, if I recall correctly.