Bacon, milk, eggs, Camembert... in recent weeks, some products at very low prices have been introduced onto Lidl's shelves, even cheaper than the distributor's other own brands with already very reasonable labels. An example ? While milk is priced at 95 cents, the new bricks, offered as a complement, will cost 84 cents, as close as possible to the prices charged by the entry-level Leclerc (Eco+).
This quiet revolution, carried out while avoiding any major announcement, will continue in the coming weeks, gradually taking over each of the German discounter's 1,600 stores. “Ultimately, some 25 very general public references will be concerned,” confirms Michel Biero, president of Lidl France, who specifies, however, that the name of this new range has not yet been chosen. “We are thinking about it,” underlines the man who decided to learn the lessons of the double-digit food inflation which raged in France for two years, causing Lidl to make a strategic shift.
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