Lidl GB has invested £400m in price cuts and promotions on more than 1,200 products so far this year and will put a further £75m into savings through its Lidl Plus loyalty app before Christmas, the discounter announced today.
The company said prices had fallen on everyday staples including seasonal fruit and vegetables, fresh meat and fish. It described the £400m as a record investment.
For its financial year to 28 February 2026, Lidl reported spending £315m on price cuts and promotions, according to annual results published on Monday.
The additional £75m will be spent between now and Christmas, Lidl said. Of that, £50m is earmarked for loyalty initiatives, including personalised coupons and Lidl Points, and £25m for targeted food and “Middle of Lidl” offers.
Lidl said more than five million Lidl Plus Marketplace coupons were redeemed over the summer and that Lidl Plus transactions rose 17 per cent in September.
The company said it had increased funding for personalised coupons by 60 per cent this year and introduced Lidl Plus Points, which it said let customers decide when and on what they use their points. Lidl Plus users can earn 10 times the usual points on its Deluxe range from 1 to 14 October, it added.
Richard Bourns, chief commercial officer at Lidl GB, said: “Our momentum provides us with the scale to keep doing what we do best: reinvesting directly back into the pockets of British households and delivering unbeatable value across the board.
“With household budgets tight and many feeling the pinch in the run up to Christmas, we’ve cut prices across more than 1,200 products this year. It’s proof of our commitment to unbeatable value, ensuring customers never have to compromise on quality or freshness.”
The Office for National Statistics put the annual inflation rate for food and non-alcoholic beverages at 1.3 per cent in August, unchanged from July, in figures released on 16 September. The ONS said the rate was last lower in September 2021. The Consumer Prices Index as a whole rose 3.1 per cent over the same 12 months, it said.
Lidl said it was also introducing technology in its stores. It is rolling out its Lidl & Go mobile self-scanning service through the Lidl Plus app, introducing AI-enabled smart scales that detect produce automatically for weighing, and adding self-service checkouts.
The announcement follows the company’s results for the year to 28 February 2026, in which it reported a 10.8 per cent rise in turnover to £13bn and operating profit of £345m, up from £314m.
Lidl said it recorded 43 million additional customer visits over that year, which it attributed to investment in price, store expansion and digital innovation. It reported a 486 million increase in product volumes and more than £650m in direct switching from competitors.
Users of the Lidl Plus app rose 23 per cent year on year, the company said in the results.
Lidl became Britain’s fifth-largest supermarket in May, when Worldpanel by Numerator figures gave it 8.6 per cent of the grocery market in the 12 weeks to 17 May, ahead of Morrisons on 8.3 per cent. The company said three in five households now shop with it.
Lidl said it plans to open more than 50 stores in the current financial year. The openings form part of a £600m investment, according to the results.
