Lidl has released an exclusive offer for sports and fitness enthusiasts on TikTok, claiming it is the first British supermarket chain to use the social media platform as a sales channel.
Online-only bundles
From 20 February, consumers can purchase a “High Protein” bundle for just five British pounds. The bundle’s actual value would be more than six times higher, exceeding thirty pounds (35 euros). The package includes whey powder and puffed potato chips, catering to consumers following a high-protein diet.
The promotion is temporary and mainly serves as a publicity stunt: only 3,000 bundles are available, with proceeds going to the NSPCC, a UK-based children’s charity. With this initiative, Lidl hopes to tap into the growing popularity of both functional foods and the shift towards social media as a sales channel. Joanna Gomer, Marketing Director of Lidl UK, says the discounter aims to use TikTok primarily to introduce new product assortments.
The supermarket chain has experimented with innovative sales strategies before: in August 2024, Lidl UK launched a “mystery box”, allowing customers to purchase a surprise package worth over 100 pounds (110 euros) for just 20 pounds.
