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If we now find ourselves looking down on the cheap and convenient, it is only because we now have better things which are affordable.

We're in this incredible age where new brands are making people's lives easier, more convenient, more personalized.

I think we are living in a time where the consumer has lots of choices, whether it's coffee, newspapers or whatever it is. And there is parity in the market place, and as a result of that, the consumer is beginning to make decisions, not just on what things cost and the convenience of it.

What I'm always trying to say to the consumer is: buy less, choose well, make it last.

What we buy, and pay for, is part of ourselves.

When things cost so much, you appreciate it much more.

Spending money is much more difficult than making money.

Nobody has money right now. And eating is very important, but it doesn't need to be expensive. And to make - it doesn't need to be fancy, as long as it's fresh and simple. The simpler it is, the more fancy it actually comes out tasting.

In simple terms, I realised that food is the most fundamental need for a person. In difficult economic times, people's priorities change, and they might be willing to do something that secures for them the lowest possible weekly food bill.