Lidl Spain launches new food-to-go private label

Maxime Delacour
Senior Retail Analyst
@RetailAnalysis

Date : 17 January 2020

Lidl Spain has launched a new food-to-go private label called “Listo para comer” (ready to eat) aiming to offer easy, simple and affordable food solutions to shoppers. The 14 products are displayed in dedicated fixtures, branded “Listo para comer”. According to Arantxa Conde, PR Director at Lidl Spain, all products are freshly prepared with locally sourced ingredients, aligned with the local sourcing strategy of the retailer.

The cold food solutions include salads and meals to heat, such as paella and pasta, whilst hot foods, displayed at the bakery, include a selection of hamburgers, nuggets and vegetarian wraps. All products have a price point between €1.99 and €2.99.

The “Listo para comer” assortment is currently being tested in four stores and will be included in all new stores. Conde added that Lidl has not ruled out the idea to offer a seating area, but the main challenge remains the lack of space in the existing stores.