money. we have to go for the cheapest stuff. >> for us old people and people with a lot of money, we need somewhere we can get good food on the cheap. >> the shoppers confirm what hussein alani and his family have known for a while. in these tough economic times, british shoppers want a bargain. >> i think the sub ses is that we've got the right products at the right price. in today's economic climate, price is everything. >> the store is now open. >> the la lan i family opened up 40 discount stores this year alone. discounters are filling up britain's high street vacated by traditional retailers. >> every other retailer is contracting. this week, we've had six major retailers in the uk go bust. we've had another two announce they're downsizing. this gives us a chance to move into their spaces. >> even product manufacturers are taking note. >> an example would be kraft and toeb letter on. it's traditionally in the uk,