A rumoured plan by Tesco, the supermarket giant, to create a low-priced store to rival Aldi and Lidl could prove as disastrous as Sainsbury's attempt to revive Netto, the ditched discounter brand, City analysts have warned.
Aldi has been rated the nation's favourite in-store supermarket in Which?'s annual best and worst supermarket satisfaction survey.
Waitrose's spacious store layouts and helpful staff made it the victor for in-store experience, but it wasn't enough to fight off Marks & Spencer and Lidl in second and third respectively.
Waitrose has been voted top for the past three years but this year customers only gave it a two-star rating for its value for money.
Some Aldi shoppers have got more than they bargained for in recent weeks, though; one customer reporting finding a rat in a bag of frozen vegetables, while in a separate incident a woman discovered a live stick insect in her salad.
Lidl and Aldi were Britain's fastest growing supermarket chains in the fourth quarter of last year, both recording year-on-year sales growth of 17%, market analysts Kantar Worldpanel reported last month.
Iceland managing director Nigel Broadhurst said: 'We are naturally delighted to have been recognised once again as Britain's best online store in the annual Which? survey'.
He continued: "We are also a business that is and has always been committed to doing the right thing, most recently reflected in our aim to eliminate plastic packaging from our own-label range by 2023". Iceland did well in the Which? survey, receiving five stars for its home delivery service.
Asda was left at the bottom of the online supermarkets table, where it has been for more than a decade.
Tesco is reportedly working on plans for a chain of discount supermarkets to rival Aldi and Lidl. Asda =7. Morrisons 9.