Lidl adds luxury fruit & veg to Oaklands brand

Lidl is upping its game on luxury fruit & veg with the launch of a new premium tier under its Oaklands brand.

Oaklands Selection is being rolled out as part of a relaunch of Lidl’s existing Oaklands range. The new “exclusive” lines will be mostly seasonal fruit & veg, and will feature distinct charcoal labels with silver trim and hand-drawn fruit & veg illustrations.

“Oaklands Selection is an opportunity to present our customers with exciting premium-level eye-catching fruit & veg,” said a spokeswoman. “We are on the hunt for limited availability, extra special varieties considered especially unique such as premium British apples, flower sprouts or cotton candy grapes.”