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Supermarkets carried a variety of goods, described by Ianto Jones as belonging to 21st century "consuming society". Ianto suggested Diane Holmes, John Ellis and Emma-Louise Cowell use 25 pounds for food, and then 20 pounds for luxury goods like cigarettes and magazines. Supermarkets also sold DVDs and personal care products like mascara. Upon first walking through the automatic doors, Diane marvelled about the "bananas!" (TV: Out of Time)
Supermarkets such as Asda or Tesco had their own brands of various products, (PROSE: Future Legend, Annabel Regina, COMIC: The Widow's Curse) and even their own best seller book lists. (PROSE: The Unhappy Medium)