Lidl becomes ‘first supermarket to sell on TikTok Shop’

Lidl is claiming to be the first supermarket to sell through TikTok Shop, with the launch of high-protein products for gym fans.

From 9am on Thursday (20 February), 3,000 product bundles, which Lidl says are worth £30 each, will go on sale at the reduced price of £5 while stocks last, with all proceeds going to the NSPCC.

Available exclusively on the @Lidl TikTok Shop, the bundles include IronMaxx 100% Whey Protein, Snacktastic High Protein Pop Chips, Belbake Protein Pancake Mix, Crownfield High Protein Flapjacks and Maribel High Protein Peanut Butter.

Limited-edition merchandise is thrown in, with each bundle also including a Lidl-branded microfibre towel and a resistance band set.

While brands have launched on TikTok Shop to sell directly to customers, including Nivea last year, Lidl is thought to be the first supermarket to do so.

More than a third of TikTok’s 1.69 billion users make purchases through the platform, according to research cited by Lidl, while more than half use it for shopping inspiration.

“Our high-protein range is a firm fan favourite, with more than 150 high-protein products sold in our stores every minute, and our customers across the country taking to social media to share their hauls each week,” said Lidl GB marketing director Joanna Gomer.

“With the number of TikTok shoppers growing rapidly, we’re proud to be the first supermarket meeting our customers directly on the platform with our unique offering, creating these exclusive bundles to showcase our new exciting products.”

Lidl’s full range of high-protein products is also available in-store now. As part of the TikTok-exclusive bundles, the supermarket is also giving away Lidl Plus coupons for loyalty scheme members to claim 25% off on chilled high-protein lines in store.

Here’s what’s in the TikTok Shop bundles:

Source: Lidl