Lidl's latest bakery initiatives

Date : 30 August 2018

The discounter launches a pop-up bakery in Ireland and innovates with its range in the UK. 

Ireland: pop-up bakery raises awareness of mental wellbeing

The discounter's mobile pop-up bakery will visit Dublin, Limerick and Cork over a four-week period beginning on 21st August.

Visitors can enjoy hot drinks and baked product whilst finding out more about youth mental health, supported by Lidl's charity partner Jigsaw, the National Centre for Youth Mental Health.

The Bakery is also hosting ticketed special events including mindfulness sessions to raise money for the charity. One cent from every bakery sold in-stores across Ireland will also be donated to the charity.

Lidl frequently uses pop-ups in its marketing activation. Pop-up restaurants in London, Madrid, Dublin and Stockholm helped emphasise the quality of the discounter's private label food ranges. Last year, Lidl also opened a high street fashion pop-up to showcase its Esmara clothing range.

UK: bakery range innovation

Lidl has introduced new bakery products to its range on an eight-week trial basis, according to British Baker. "These rotating spaces encourage innovation from our suppliers, and at the same time, give customers something new to try. We can then cherry-pick the gems as new permanent lines" says Head of Food Buying, UK, Richard Inglis.

One new line that has seen "phenomenal demand" is Portuguese custard tarts, which Lidl is reportedly selling at a rate of 2,000 per hour.

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