CHEESE TWISTIES: A NEW ERA LIDL ANNOUNCES THE LONG-AWAITED RETURN OF ITS CULT BAKERY PRODUCT

• Lidl’s iconic Cheese Twist is being brought back to stores nationwide on the 30th May after years of public pleas from its devoted fanbase
• Like another famous icon about to hit UK shores, the Cheese Twist is entering a cheesy ‘new era’, filling the Blank Space in customers’ hearts
• To celebrate the launch, Lidl is giving the ‘Twisties’ fanbase the chance to get their hands on 1,989 free parody fan bundles, and thousands of Cheese Twists
• The fan bundle giveaway opens on www.lidltwisties.co.uk from 10am on the 24th May 2024, closing on the 2nd June 2024 

23RD MAY, London – You belong with cheese! Lidl has today announced that its coveted Cheese Twist is officially returning to stores nationwide on the 30th May. With a fanbase to rival some of the world’s biggest icons, Cheese Twist lovers will finally be able to get their hands on the Lidl Bakery treat and flake it off, flake it off, after waiting years for its return.

And - just like another icon promoting her own new ‘Era’ - Lidl is absurdly parodying its own icon’s return with a merch giveaway, offering free ‘Twisties’ fan bundles to customers.

Answering the public’s Wildest Dreams, 1,989 fan bundles will be offered as part of a giveaway on www.lidltwisties.co.uk on a first come, first served basis.

Lucky ‘Lidl Twisties’ will be able to get their hands on a limited-edition fan t-shirt, a twisties friendship bracelet and a free Lidl Plus Cheese Twist coupon, available to collect in store.

And get Ready For It as a further 15,000 Twisties can enjoy a free Cheese Twist via Lidl Plus Coupon, through the website.

Since the flaky pastry disappeared from shelves, fans have been begging for its return - with customers flocking to social media to declare “The only thing that can fix the country is for @LidlGB to bring the cheese twists back”.¹, “I don’t think I can go on for another month without Lidl cheese twists”², and “petition to bring back lidl bakery cheese twists”³. Bakery buffs who know All Too Well how much shoppers were missing the baked snack even created an official ‘Lidl Cheese Twist Appreciation Society’⁴.

Teasing its return, Lidl posted a fun Instagram reel which showed a curated playlist by Lidl. Featuring songs such as The Twist by Chubby Checker and Say Cheese by Paul Russell, fanatics may have clocked on that their beloved Cheese Twist are heading back to store shelves.

The Cheese Twist, costing only 99p, is an impossibly light and airy savoury delight, with layer upon layer of buttery and flaky pastry intertwined with rich, flavourful British mature cheddar, cooked to perfection on site at the No.1 Supermarket Bakery.

All shoppers need to do to get their hands on their ‘Twisties Bundle’ is visit the website ‘www.lidltwisties.co.uk’ and share their name, address, e-mail and phone number associated with their Lidl Plus account. The #LidlTwisties fan bundle giveaway opens from 10am on the 24th May until 2nd June 2024 and the Cheese Twist officially lands back in stores nationwide on the 30th May for only 99p.

ENDS

Notes to Editors

1 https://twitter.com/nyan_cannon/status/1775253911286186252

2 https://twitter.com/hyakkii__/status/1603137116367642626

3 https://twitter.com/ophiu_chi/status/1759525094366359858

4 https://twitter.com/lidlcheesetwist

Press contact: lidl@wearetheromans.com

About Lidl GB

Since establishing itself in Great Britain in 1994, Lidl GB has experienced continuous growth and today has over 29,500 employees, over 950 stores and 13 distribution centres in England, Scotland and Wales.

As part of the Schwarz retail group, Lidl is one of Europe’s leading organisations in the food retail industry. The supermarket, which has more than 360,000 employees globally, currently operates approximately 12,000 stores and more than 200 warehouses and distribution centres in 31 countries.

The supermarket takes pride in providing its customers with the highest quality products at the lowest possible prices throughout Great Britain, from Kirkwall to the Isle of Wight. Social responsibility and sustainability are at the core of the company's daily operations, with the company placing a strong emphasis on its responsibility for people, society, and the environment. Lidl GB is passionate about working with British producers and sources two thirds of its products from British suppliers.

The Schwarz Group, which operates worldwide as a retail group, generated a turnover of €133.6 billion in the financial year 2021.

For more information about Lidl GB visit https://corporate.lidl.co.uk/