Dive Brief:
- Lidl US is bringing gourmet European flavors into its stores through a limited-time private label launch, the discounter announced late last week.
- The grocer is reintroducing 89 items — from artisanal cheeses and cured meats to seafood and desserts — on a rotating basis from late October through December.
- Lidl’s private label initiative comes shortly after the discounter announced its Thanksgiving meal bundle for under $40.
Dive Insight:
Lidl is tapping into two key consumer trends with its latest initiative: the popularity of private label items and growing demand for international flavors
The newly announced seasonal assortment —- all part of the discounter’s Preferred Selection store brand —- includes a lobster tail twin pack, salmon in puff pastry, scallops in garlic parsley butter and hard sheep’s milk cheese, the announcement listed. Lidl is also bringing back elevated pantry staples and ingredients like Greek extra virgin olive oil and mini puff pastry shells, as well as dessert items such as handmade chocolate and Madagascar bourbon vanilla beans.
Lidl Preferred Selection is also selling a Jamón Serrano dry-cured Serrano Ham leg for less than $120. Lidl said the cheapest items in the assortment cost $1.99.
“From Spanish Serrano ham to European baked goods and desserts, these specialties make it easy to create a memorable holiday spread that everyone can enjoy,” Lidl US Chief Customer Officer Jassine Ouali said in a statement.
Lidl began introducing these items to its shelves on Oct. 28 and has new goods arriving weekly until the end of the year, per the announcement.
Lidl outlined this initiative shortly after it announced its Thanksgiving meal bundle. The holiday offering feeds 10 and includes staple sides and pumpkin pie fixings for $35.86, and is available exclusively for loyalty members.
