Lidl’s Deluxe range tops £1bn in sales for first time as shoppers trade up
Lidl’s premium own-label range, Deluxe, has exceeded £1 billion in annual sales for the first time, as more shoppers choose to trade up.
The range delivered an increase of £100 million in the year to the end of September compared with the previous 12 months.
Subscribe to TRBTo capitalise on that demand, the retailer is launching more than 130 new Deluxe products ahead of Christmas. These include mains such as Lobster Tails with Garlic & Prosecco Butter and the Chiltern Hills Heritage Bronze Turkey.
On the dessert and drinks side, new lines include a Sticky Toffee Pudding Trifle Showstopper, Nocciolato Panettone in a Tin and Mochacchino Irish Cream Liqueur.
The move follows year-round investment in quality by Lidl, including recipe upgrades such as extended 45-day maturation for Deluxe Aberdeen Angus steaks. Lidl has also doubled its marketing spend on Deluxe since last year and refreshed the range’s packaging. Sales of Deluxe Dry Aberdeen Angus Beef steak have jumped 40% since July.
Richard Bourns, chief commercial officer at Lidl GB, said: “Hitting £1 billion is a major milestone that shows how decisively shopping habits have changed. Our customers want value, but they refuse to compromise on quality – they expect exceptional food without the inflated price tag, and that is exactly what Deluxe delivers.
“By benchmarking against the best-in-class and working closely with British suppliers, we’ve built a premium range that competes with the very best. This Christmas we’re taking that even further, introducing 130 brand-new products so households can enjoy an unbeatable festive feast without breaking the bank.”
