Fresh from being voted the world's favourite brand in Siegel+Gale's Brand Simplicity Index, discount superstore Aldi has won this close-fought sector, up from fifth last year. Old rivals Tesco and Sainsbury's are poles apart now: once-mighty Tesco - winner of the Most Admired crown a record six times - has slipped out of the sector top five altogether, and is languishing at 191st overall. Sainsbury's, by contrast, comes second in the sector and boss Justin King takes the Most Admired Leader laurels. Alliance Boots, last year's winner, comes in third, while Asda slips one place to fourth - mental patient Halloween costume, anyone? Ocado - having signed a major deal to run Morrisons' online delivery services - makes its debut in the top five.