Aldi and Lidl are shaking up the supermarket sector in more than one way.
Not only are they undercutting the competition and forcing the Big Four into a Mexican stand-off over prices, the German grocers are also showing them how it's done when it comes to getting their message across.
Aldi has topped the sixth annual Global Brand Simplicity Index for the third year running, while Lidl has been crowned winner of the UK index.
The study relies on 12,000 respondents and ranks 585 brands according to their perceived simplicity. Why is that so crucial? Because according to the index compilers Siegel & Gale, 63 per cent of customers are willing to pay more for a simpler experience, while 69 per cent will recommend a brand because it's simple.
It's equally important from an investment perspective. Over the past six years, those brands in the index's global top 10 have outperformed "major indices" by 213 per cent.
Of course, Aldi and Lidl aren't listed, but there are plenty of other brands investors can get their teeth into. Here is this year's top 10.
Lower down the list, there were some big changes. British Airways has soared 23 spots to number 45, while Grazebox has become top of the UK's disruptor list.
Bupa and Axa remain in the bottom 10 again this year. "For insurance companies, achieving simplicity certainly isn’t easy," Siegel & Gale said.
Howard Belk, co-chief executive and chief creative officer at Siegel+Gale, said: “Brands that offer simpler customer experiences are rewarded with passionate customer loyalty, more innovative employees and greater revenue. In short, embracing simplicity improves the bottom line for brands and organisations.”