“We will continue to fight on prices. We've been in France for 35 years. And we won't let go”had recently warned Michel Biero, the vice-president of Lidl France. It was on the occasion of the inauguration of its new headquarters, in Châtenay Malabry, in the heights of the Seine.
The vice-president of Lidl France has taken action! In fact, the brand is currently launching a communication campaign about from a range of nearly 400 products at low prices. And this range will still be “cheaper than the first Leclerc prices”he then promised.
Lidl lowers the prices of your groceries!
In recent years, the large-scale discount distribution landscape in France has experienced significant expansion. Lidl has also established itself as one of the undisputed leaders in the sector.
Because of the Covid-19 crisis, the conflict in Eastern Europe, then widespread inflation, many brands like Aldi, Casino and Auchan have had to increase their prices since 2020.
As the figures from the Inflation Observatory indicate, that 60 Million Consumers relayed, the price of the average French basket had even increased by 12.5% between 2022 and 2024.
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Then, consumers were able to breathe, inflation fell significantly. It also fell below 2% in December 2024. This generated an initial impact on the prices of the average basket.
It is in this context of falling inflation that Lidl has chosen to relaunch a communication campaign around its low price range, we learn. The Internet user.
This range is 15-20% cheaper than its other products. Lidl named this panel “Low prices Yes! “.
-Please note, however, that this range of products has already been on sale for several months. But the management of Lidl France decided to highlight it thanks to a label that you will find in store.
Today this range contains nearly 300 already existing products. On the latter, Lidl announces that it has “reduces its margins to be the lowest on the market”. And, the German discounter. then introduced around a hundred additional products especially for the occasion.
An easily recognizable label will help you
To successfully lower its prices, Lidl has opted to reduce its production costs. These are in fact packaging that has been reduced or completely eliminated. This therefore allowed the brand to lower the final sale price.
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Among the special changes that Lidl has implemented, we can, for example, mention the disappearance of the cap on milk cartons. But also the passage from a two-portion split tray to a single tray of bacon.
Furthermore, you will also find ground meat, smoked salmon, vegetables, olive oil and other foods in this list. But also several practical products such as handkerchiefs and cotton pads for babies. All are, in fact, part of the range “The Little Prices Yes! » from Lidl.
You will easily recognize this black and red label on a yellow background:
This highlighting of the range “Low prices Yes! » is therefore part of Lidl’s strategy to attract even more customers.
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