Lidl has doubled the number of lines in its premium range after sales soared 200% last year.

The discounter has broadened its Deluxe range to include lobsters and caviar as it shrugs off its cheap image.

Lidl and arch rival Aldi have gained traction in recent years as middle-class shoppers have been drawn to the discount retailers during the economic downturn.

Lidl said its Deluxe range, launched four years ago, had attracted shoppers looking to eat at home rather than go to a restaurant.

A Lidl spokeswoman said: “Our customers are savvy when it comes to selecting premium quality products in our stores. Even those from higher income brackets are finding smart ways to continue enjoying fine wines and good food at home. The Deluxe range allows you to enjoy an aspirational lifestyle without forking out when it comes to cost.”

The latest set of Kantar Worldpanel grocery market data showed Lidl grew 10.9% in the 12 weeks to October 28 to hold a 2.7% market share against Aldi’s 29% growth and 3% market share.