Discounter Lidl introduces the “5xD” rule – the change affects all customers
Created: 06/18/2022, 04:48 am
By: Marten Kopf
With the switch to "5xD", Lidl is the first retail giant to plan an innovation that affects all customers.
What the "5xD rule" is all about - and what will change with its introduction:
As the first German retailer, Lidl wants to offer meat products nationwide under “5xD” conditions.
And that from now on, as the discounter giant from Baden-Württemberg announced on June 14th.
"5xD" (read: 5 times D) - that sounds a bit cryptic, but it is basically explained quite simply: It's about animal husbandry.
discounters | Lidl |
Headquarters | Neckarsulm (Baden-Wuerttemberg) |
annual sales | 100.8 billion euros (2021) |
number of employees | 192,920 (2019/20) |
founding year | 1973 |
Lidl introduces the "5xD" rule for all "Metzgerfrisch" own-brand products
The capital "D" simply stands for "Germany".
And what is meant is that all steps of the value chain for meat products - with birth, rearing, fattening, slaughtering and processing, namely a total of 5 in number - are only to be located in Germany.
They want to advocate for more animal welfare.
The whole thing applies to all slightly more than 3,200 branches nationwide, but only for products of the Lidl own brand "Metzgerfrisch", as reported by HEIDELBERG24.
The whole thing doesn't really come as a surprise, the food retailer had already announced the changeover at the end of last year.
However, already for the first quarter of 2022. In the end, that didn’t quite work out.
Lidl is not the only discounter chain to introduce this change, but it is actually the first.
Lidl: Discounter is the first German retailer to actually implement "5xD".
Competitor Aldi also announced last year that it would introduce a “5D rule”, but it will probably need until the end of the year to fully implement it.
The announcement caused mixed feelings at the time: on the one hand, the commitment to more animal welfare is undoubtedly not a bad idea, on the other hand, Aldi customers feared significant price increases for meat even then.
"We have been working intensively with our partners over the last few months to convert all parts of the supply chain for almost all fresh meat and sausage products under our own brand 'Metzgerfrisch' to German origin," says Christoph Graf, Purchasing Manager at Lidl Germany.
As a result, the company is the first German retailer to actually implement a nationwide "5xD" offer.
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Only recently, Lidl made headlines with a completely different – and for a discounter chain quite surprising – idea: with the Lidl extension of the online offer to include a relocation service, which has not existed in the food retail trade before.
"Relaxed move at the usual low Lidl price," promises the discounter in a statement on June 7th.
(mko/PM)
