Rudolph fans can relax this Christmas after Lidl withdrew reindeer steaks from its festive range.
Controversy erupted last year when the discounter offered the frozen steaks - a seasonal favourite in Scandinavian countries - as part of its premium ownlabel Deluxe range.
A Lidl spokeswoman could not confirm why reindeer steak was not on shelves this year. “There could be any number of reasons,” she said. “It could be availability.”
The reindeer steaks have been replaced by Deluxe Succulent Moose Leg Steaks as part of an extended game range. Its recipe for Moose and Port Pies with a Cracked Pepper Crust had a low calorie content, Lidl said, and game was a lot leaner than traditional meats, making it an “ideal choice over Christmas to help keep off those unwanted pounds!”
However this has failed to prevent Lidl falling foul of Viva! once again. “Lidl provoked understandable outrage last year by selling reindeer,” said campaigns manager Justin Kerswell.
“It comes as a surprise that it is substituting one essentially wild animal for another. While this culinary tourism is painted as a bit of festive fun, the commercialisation of the world’s wildlife can have far-reaching effects.”
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