Kingy7:
I did see some of this..... Was quite interesting. I remember reading something on this site about a test where you traded down one step in quality on everything and if you didn't notice a difference then you could stay with that.......
Gadget Hackwrench probably won't let us shop at Iceland though as we'll be paying for Kerry Katona ads!
You're right, of course, about Kerry Katona but I do go occasionally to Iceland as they have some stuff that is really good value. My favourite is their 1kg bag of sliced mushrooms for 99p, great for adding to just about everything and so cheap.
Oops, sorry, I forgot you're the mushroom hater!