Lidl has expanded its Deluxe product range in the UK

Lidl has expanded its Deluxe product range in the UK

Discount retailer Lidl has expanded its Deluxe product range in the UK.

Lidl said it has doubled the number of lines in the range in preparation for the Christmas season after sales of the range increased by 200% from 2011 to 2012. The retailer said the extension is in response to "a marked shift in customer shopping habits".

New products in the range include fennel salami 120g (GBP1.99), air cured ham 100g (GBP1.99), all butter ginger stem cookies 200g (GBP1.39), and venison leg steaks 400g (GBP7.99) and reindeer steaks 350g (GBP7.99).

A spokesperson for Lidl said: "Customers want to be able to treat themselves over the Christmas period without the worry of expense, and we feel that by shopping at Lidl our customers are able to pick up an extensive range of luxury products at a prices they can afford."

The retailer began trialling the Deluxe range in its stores four years ago to ascertain if demand was there for premium quality products and has since expanded its range as a result of the sales uplift, it said.

The initial launch included products such as whole lobster, beef wellington and scallops in chablis sauce.

Show the press release

Lidl Expands Range of Delicacy Foods, Including £1.49 Caviar, After 200% Sales Increase

LONDON, November 26, 2012 /PRNewswire/ --

Lidl has doubled the number of lines in its Deluxe range this year in preparation for Christmas after sales of its premium quality Deluxe products increased by 200% from 2011 to 2012. Lidl initially trialled the Deluxe range in its stores 4 years ago to ascertain if demand was there for premium quality products and has since expanded its range as a result of the sales uplift.

(Logo: http://photos.prnewswire.com/prnh/20120920/562717 )
The Deluxe range was famously launched with the Whole Lobster as the highlight product, with Beef Wellington, Scallops in Chablis Sauce, and even Caviar following on as products most popular with customers.

The increase in Deluxe products is in response to a marked shift in customer shopping habits whereby consumers are tending to choose to buy delicacy food products and fine wines to enjoy at home rather than eating out. Reports have shown that consumers are more likely to shop at supermarkets such as Lidl for fine goods as a way to find smarter ways of enjoying restaurant-quality products while sticking steadfastly to their monthly food and wine budget.

Lidl Spokeswoman Georgina Hall says "Our customers are savvy when it comes to selecting premium quality products in our stores. Even those from higher income brackets are finding smart ways to continue enjoying fine wines and good food at home. The Deluxe range allows you to enjoy an aspirational lifestyle without forking out when it comes to cost."

About Lidl UK GmbH:

The history of Lidl goes back to the 1930s, when Lidl & Schwarz Grocery Wholesale was founded in Germany. The first Lidl stores were opened in 1973 and by the 1980s Lidl was a household name throughout Germany. During the 1990s Lidl started to open stores outside Germany and today Lidl stores can be found in nearly every country in Europe. Lidl is now well established as a major European food retailer.

Since establishing themselves in the UK in 1994, they have grown consistently and today have more than 580 stores. Lidl takes pride in providing top quality products at the lowest possible prices throughout the country. Besides food they also have twice weekly special offers ranging from Cycling gear to Angling accessories, Computers to BBQ specials. These offers change on a Monday and a Thursday and are subject to availability. For more information and a convenient store locator visit http://www.lidl.co.uk

 

Original source: Lidl