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”.
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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.
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By GlobalData
