Lidl sales boosted by Deluxe premium range over Christmas

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Lidl has announced an 8% increase in total sales in the Christmas trading period, driven by a surge in sales of its premium range.

The German discounter said sales of its Deluxe range rose by 33% in the six weeks to 30 December. It has not disclosed its like-for-like sales results.

The popularity of its premium own brand range mirrored the experience of Aldi, which attributed its 10% year-on-year Christmas sales growth to popularity of its premium ranges.

Customers switched £58m of spend from Waitrose, M&S and the big four to Lidl, the discounter said.

Its Deluxe Large Broadland Free Range Bronze Turkey performed particularly well, with sales increasing by more than 100% yea on year.

Lidl UK ceo Christian Härtnagel said: “We have continued to expand our footprint across the UK over the past year, and it is no surprise that this contributed to more customers than ever before shopping with us in December and over the Christmas period.

“In the context of a tough trading environment facing all grocery retailers, we are particularly pleased with the performance of our ‘Deluxe’ premium range of products, which registered strong sales increases and proved a major draw for new and existing customers.”

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