Lidl to sell via TikTok Shop as ‘supermarket first’

From 9am on 20 February, the discount grocer will launch 3,000 high-protein product bundles exclusively on the @Lidl TikTok Shop, reported The Grocer.

The bundles will be on offer at £5 each but said to be worth £30 each, according to Lidl. All proceeds from sales will be donated to the NSPCC.

The bundles will include products such as Maribel High Protein Peanut Butter, Belbake Protein Pancake Mix, Snaktastic Protein Pop Chops, IronMaxx Whey and Vegan protein powders, protein bars, Crownfield High Protein Flapjacks, and Lidl’s branded resistance bands and microfibre towels.

Lidl GB marketing director Joanna Gomer told the title: “Our high-protein range is a firm fan favourite, with more than 150 high-protein products sold in our stores every minute, and our customers across the country taking to social media to share their hauls each week.

“With the number of TikTok shoppers growing rapidly, we’re proud to be the first supermarket meeting our customers directly on the platform with our unique offering, creating these exclusive bundles to showcase our new exciting products.”

In January, Aldi expanded its high-protein range as searches for its products on TikTok hit 23 million and last year, Tesco launched in-store salad creation bays inspired by TikTok healthy eating trends.