Lidl is making waves in the UK with an exclusive offer on TikTok. It is the first British supermarket chain to use the social media platform as a sales channel, launching a special promotion for sports and fitness enthusiasts.
Online-only bundles
Lidl is taking a new step in digital retail by becoming the first supermarket in the UK to offer products via TikTok Shop. Starting from February 20, consumers will be able to purchase an exclusive “High Protein” bundle for just 5 British pounds. However, the bundle’s actual value is more than six times higher, exceeding 30 pounds (34.8 euros). The package includes whey powder and puffed potato chips, catering to consumers following a high-protein diet.
However, the promotion is temporary and mainly serves as a publicity stunt: only 3,000 bundles are available, and all proceeds go to the NSPCC, a UK-based children’s charity. With this initiative, Lidl is tapping into the growing popularity of both functional foods and the shift towards social media as a sales channel. According to Joanna Gomer, Marketing Director of Lidl UK, the discounter aims to use TikTok primarily to introduce new product assortments.
The supermarket chain frequently experiments with innovative sales strategies in the UK. In August 2024, Lidl launched the “Mystery Box,” allowing customers to purchase a surprise package worth over 100 pounds (116 euros) for just 20 pounds. Its success highlighted consumers’ interest in online deals through social media.
