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Yahoo
13-05-2025
- Business
- Yahoo
How Lidl US is revamping its meat department
This story was originally published on Grocery Dive. To receive daily news and insights, subscribe to our free daily Grocery Dive newsletter. Lidl US has rolled out its first private label line of fresh meat, the discount grocery chain announced Monday. The new line, called Butcher's Specialty, includes USDA Choice, organic and grass-fed beef options; antibiotic-free chicken; and all-natural pork, lamb and veal. Lidl US also plans to debut a private label line of processed meats such as hot dogs and bacon under a different name later in the year as it continues to move ahead with a project to overhaul its meat offerings, Vice President of Fresh Buying Tod Seiling said in an interview. Lidl has been working on refining how it merchandises meat since shortly after Seiling joined the company with several other executives in early 2024. The German company has been offering some meat products under the new brand since last fall, and several months ago set a goal of fully rolling out the new line by Memorial Day, according to Seiling. 'One of the largest projects when I came aboard was to recreate the fresh meat program. And from the beginning, we wanted to [establish] an emotional connection through our own brand,' he said. Lidl worked with an outside agency to test possible names for the brand with panels of shoppers before settling on Butcher's Specialty, Seiling said. The discount grocer added several new items to its fresh meat assortment and removed others that were underperforming as it developed the Butcher's Specialty line, Seiling said. The chain's stores now offer about 20 more meat items than before, although the precise number will vary depending on the time of year, he said. Lidl US' stores do not have in-house butchers and instead sell fresh meat in case-ready packages. About 60% of the meat SKUs in Lidl's stateside stores now sport the Butcher's Specialty name, with the core assortment of fresh beef, ground meats, fresh chicken, fresh pork, lamb and veal the company sells falling under the brand, Seiling said. While Lidl will still carry national and regional brands in its meat cases, it will continue to adhere to its strategy of offering a smaller selection of items than conventional supermarkets, he said. Lidl is also offering recipes online to encourage shoppers to buy meat in its stores. In developing the assortment, the company considered 'the aspiration, the inspiration, the confidence that the consumer can have in coming to a Lidl store, finding what they want, and then taking the product home and being able to prepare it with confidence,' Seiling said. Lidl's official introduction this week of the Butcher's Specialty line follows its decision last year to relaunch its brand in the U.S. Lidl US runs more than 180 stores spread across nine East Coast states. The chain, which opened its first U.S. store in 2017, plans to debut its latest location on May 23 in Brooklyn, New York. Recommended Reading Lidl to relaunch its brand in the US Error in retrieving data Sign in to access your portfolio Error in retrieving data Error in retrieving data Error in retrieving data Error in retrieving data
Miami Herald
13-05-2025
- Business
- Miami Herald
Lidl US rolls out first private label fresh meat line
Dive Brief: Lidl US has rolled out its first private label line of fresh meat, the discount grocery chain announced new line, called Butcher's Specialty, includes USDA Choice, organic and grass-fed beef options; antibiotic-free chicken; and all-natural pork, lamb and US also plans to debut a private label line of processed meats such as hot dogs and bacon under a different name later in the year as it continues to move ahead with a project to overhaul its meat offerings, Vice President of Fresh Buying Tod Seiling said in an interview. Dive Insight: Lidl has been working on refining how it merchandises meat since shortly after Seiling joined the company with several other executives in early 2024. The German company has been offering some meat products under the new brand since last fall, and several months ago set a goal of fully rolling out the new line by Memorial Day, according to Seiling. "One of the largest projects when I came aboard was to recreate the fresh meat program. And from the beginning, we wanted to [establish] an emotional connection through our own brand," he said. Lidl worked with an outside agency to test possible names for the brand with panels of shoppers before settling on Butcher's Specialty, Seiling said. The discount grocer added several new items to its fresh meat assortment and removed others that were underperforming as it developed the Butcher's Specialty line, Seiling said. The chain's stores now offer about 20 more meat items than before, although the precise number will vary depending on the time of year, he said. Lidl US' stores do not have in-house butchers and instead sell fresh meat in case-ready packages. About 60% of the meat SKUs in Lidl's stateside stores now sport the Butcher's Specialty name, with the core assortment of fresh beef, ground meats, fresh chicken, fresh pork, lamb and veal the company sells falling under the brand, Seiling said. While Lidl will still carry national and regional brands in its meat cases, it will continue to adhere to its strategy of offering a smaller selection of items than conventional supermarkets, he said. Lidl is also offering recipes online to encourage shoppers to buy meat in its stores. In developing the assortment, the company considered "the aspiration, the inspiration, the confidence that the consumer can have in coming to a Lidl store, finding what they want, and then taking the product home and being able to prepare it with confidence," Seiling said. Lidl's official introduction this week of the Butcher's Specialty line follows its decision last year to relaunch its brand in the U.S. Lidl US runs more than 180 stores spread across nine East Coast states. The chain, which opened its first U.S. store in 2017, plans to debut its latest location on May 23 in Brooklyn, New York. Copyright 2025 Industry Dive. All rights reserved.
Yahoo
13-05-2025
- Business
- Yahoo
Lidl launches private-label meat line
You can find original article here Supermarketnews. Subscribe to our free daily Supermarketnews newsletter. German discount grocery chain Lidl launched its first private-label meat line on Monday, Butcher's Specialty, which features a range of products, including USDA Choice Beef, antibiotic-free chicken, and other options like pork, lamb, and veal. The company noted that its new Butcher's Specialty brand is based on customer demand and inspired shoppers' preferences. "Butcher's Specialty is more than just a name – it's a promise," Lidl US Vice President of Fresh Buying Tod Seiling said in a press release. "We heard our customers' need for high-quality, low-priced meat options, and we've delivered that with our curated collection. Butcher's Specialty prioritizes freshness and superior cuts, all without shortcuts or additives." Lidl highlighted that the 'carefully chosen cuts' are just in time for backyard barbecues as the price of meat rises. The grocery chain, which operates more than 180 stores across the East Coast, described the new product line as its largest private-label launch. The new line of meat comes at a time when meat prices are rising. A recent report by market research firm Circana shows that as of late January, overall meat prices had risen an average 3.6% to $4.45 a pound. The report noted that despite the rising cost of meat, sales continue to rise. Beef was up 5% to $6.72 a pound; meanwhile, chicken was up 1.1% to $3.08 per pound, and pork was up 2.6% to $3.19 per pound. Supermarket News' most recent Price Check report on meat showed that meat price wars are heating up. A recent price check at a Jewel-Osco in Elgin, Ill., revealed price cuts on the grocer's private-label Signature ground beef, dropping $0.50 to $8.49 a pound. Jewel's top sirloin was also on sale for $7.99 per pound, with a regular price of $8.99. 'It is mind-boggling to see the higher sales numbers,' Chris DuBois, Circana executive vice president, perimeter practice leader, told Supermarket News in February. 'Meat is becoming a more important staple across American households.' Private-label meat is nothing new to the industry, as many grocery retailers now carry their own lines of meat products. Kroger has its own private-label meat brands, including Private Selection, Simple Truth, and Kroger Brand. In March 2024, Kroger also launched a line of private-label seafood products under the Private Selection brand. Lidl's biggest competitor, Aldi, also offers a wide selection of private-label meat products, launching its Never Any! line of more than 20 meat products that are free of antibiotics, hommones, and steroids in 2016. Sign in to access your portfolio
