[manderley]

Lidl is a discount supermarket. It's not about choice, it's about the lowest prices possible with a limited amount of variety available in exchange. There are plenty of other chain supermarkets that have the huge variety of flour (?) you crave.

And "colorful" doesn't mean tasty with produce, unfortunately.

[svrtknst]

Also Lidl, at least in Sweden, does some things amazingly. One of the best shops for produce, for instance, both in quality and price.

[clmul]

Indeed, I'm not sure whether I would call Lidl in the Netherlands a discount supermarket, food and especially produce like you say is of a high quality, compared to other supermarkets. Usually they don't even have the lowest prices, as other supermarkets also have discount brands which are cheaper, but of lower quality than the cheap products you'd buy in a Lidl.

[screye]

It's funny how both my favorite US supermarkets are German owned. (Aldi for price and Trader Joe's for quality).

The only better one's I've seen are local 1-off stores and sometimes kirkland brand stuff from Costco for good VFM.

[megablast]

Sure, but US supermarkets have ridiculous variety even when you compare it to Tesco's, Sainsburies, Waitrose, G20, LeClerc etc...