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Are you confusing Lidl/Aldi and Poundland? The Germans sell the same pack sizes of branded products (those they sell) as the majors. Their own brands generally match too Have you any solid examples at all here?

So Aldi Sud (roughly 60% of the overall Aldi revenue €67bn in 2013) and Lidl (revenue €63bn in 2013) are minnows with poor buying power then?