LIDL GB’S DELUXE RANGE HITS £1 BILLION MILESTONE AS SAVVY BRITS SHIFT GROCERY HABITS

• Lidl GB’s premium own-label range, Deluxe, has seen sales soar by £100m year-on-year, breaking the £1 billion annual sales mark for the first time¹.
• Follows a 12% growth in Deluxe sales year-on-year², as shoppers trade up to higher quality products without the higher price tag.
• With more than 50% of GB households and three quarters of Lidl shoppers now buying Deluxe³, the discounter is introducing over 130 new products ahead of Christmas to meet rising demand.
• The premium own-label range has secured more than 140 industry awards in the past 12 months, driven by Lidl’s ongoing investment to elevate product quality.

4th November, 2026: Lidl GB’s premium own-label range, Deluxe, has broken through £1 billion in annual sales for the first time¹.

Marking a shift in customer habits as shoppers increasingly look to trade up, the discounter has reported a 12% growth in Deluxe sales year-on-year², with over 50% of GB households and three quarters of Lidl shoppers now buying Deluxe³.

To meet this growing demand, Lidl is introducing over 130 brand-new products ahead of Christmas. The new lineup covers the entire festive feast - from showstopping mains like Lobster Tails with Garlic & Prosecco Butter and the Chiltern Hills Heritage Bronze Turkey (4–6kg), to indulgent desserts and drinks including a Sticky Toffee Pudding Trifle Showstopper, Nocciolato Panettone in a Tin, and Mochacchino Irish Cream Liqueur.

This seasonal rollout builds on substantial year-round quality investments, including recipe upgrades like extended 45-day maturation for its Aberdeen Angus steaks. Supported by doubled marketing spend⁴ in Deluxe since last year and refreshed packaging, key ranges have seen an immediate boost - with Deluxe Dry Aberdeen Angus Beef steak sales surging 40% since July⁵.

Richard Bourns, Chief Commercial Officer at Lidl GB, said: "Hitting £1 billion is a major milestone that shows how decisively shopping habits have changed. Our customers want value, but they refuse to compromise on quality - they expect exceptional food without the inflated price tag, and that is exactly what Deluxe delivers.

"By benchmarking against the best-in-class and working closely with British suppliers, we've built a premium range that competes with the very best. This Christmas we’re taking that even further, introducing 130 brand-new products so households can enjoy an unbeatable festive feast without breaking the bank."

The quality drive has earned Deluxe more than 140 industry accolades over the past year⁶. Standout winners include the Deluxe King Arthur Sirloin Joint (Quality Food Awards Gold and Good Housekeeping Institute Taste Approved), Deluxe West Country Butter with Sea Salt Crystals (£2.29/250g, 3-Star Great Taste Award), and Deluxe RSPCA Pork Sausages (£2.29/400g, Which? Best Buy and Great Value). The Deluxe steak range also secured five accolades at the latest World Steak Challenge Awards.

ENDS

Notes to Editor

Lidl GB’s sourcing commitment can be found here: https://corporate.lidl.co.uk/media-centre/pressreleases/2025/lidl-30-billion-investment-over-next-five-years

¹ Deluxe achieved £1.07bn in turnover over the 12-month period ending September 2026, an increase of £100m compared with the previous 12 months.

²Worldpanel by Numerator, FMCG Panel, Deluxe, 52 w/e to 6th September 2026, Spend % change vs YA

³Worldpanel by Numerator, FMCG Panel, Deluxe, 52 w/e to 6th September 2026, Buyers 

⁴Lidl internal spend twelve months ending September 2026.

⁵Lidl till roll data, twelve months to July 2026.

⁶Awards achieved between October 2025 and September 2026.