On a mission to transform its reputation with shoppers over the past few years, from a destination for bargain basics to premium fare at great value, Lidl is using Christmas to reinforce that message once again.
Front and centre will be a new top-tier range of 30 SKUs from Michelin chef (and former Lidl store manager) Kevin Love. Salmon fillet smothered in beetroot sauce, spatchcock chicken and pork belly with malt rub and ale sauce all feature.
Lidl is yet to confirm prices but value for money will be the top priority, with the reappearance of its 6.5kg to 7.5kg Serrano Ham Leg that garnered coverage last year for its £39.99 price tag, and a new Iberian ham leg. Frozen lobster tails and a venison haunch joint will also feature.
Verdict: A clear extension of its plan to dispel the myth that it can’t satisfy premium palates.
Star product: Pork belly with malt rub and ale sauce (price TBC).