Lidl versus pastry shops: the supermarket chain offers “Álmodózó” cheaper

Price war over the slice of cake

According to the offer published in Lidl’s specials, a slice of “Álmodozó” can be purchased for only 1,199 forints, while in pastry shops it costs between 1,700 and 1,800 forints. The industry association emphasized in its statement: it is not objectionable in itself if a member company also supplies Lidl, but the failure to register as a reseller and the unauthorized use of the logo can already pose a serious problem.

Lidl’s response: affordable premium dessert

Lidl Hungary responded to Startlap’s inquiry in a statement:

“Lidl Hungary has a long-term commitment to serving consumer needs with high-quality, excellent value-for-money products. That is why it is making the country’s cake available in its range for the first time. (…) The goal is to offer customers a premium product that is widely available, but at a reasonable price.”

The company added that they decided on the sugar-free version because they consider supporting health-conscious nutrition to be of utmost importance.

Debate over professional value

Representatives of the confectionery profession, however, fear that the value of the country’s cake may be devalued if the premium dessert is put on the market as a mass product at a lower price. The industry association indicated that the position of the Hungarian Competition Authority may clarify whether a violation of law has occurred in the case.

It is certain that Lidl’s action has caused big waves: customers are happy to receive the more affordable country cake, but pastry shops may find themselves in a difficult situation. The coming weeks will determine whether there will be legal consequences and how the country cake will be perceived in the future on the market.