In a groundbreaking move, Lidl has become the first UK supermarket to sell products directly through TikTok Shop. Starting at 9am on 20th February 2025, Lidl will offer 3,000 exclusive high-protein product bundles via their @LidlGB TikTok account. Each bundle, valued at over £30, is available for just £5, with all proceeds donated to the NSPCC (thegrocer.co.uk).

TikTok Shop – What’s On Offer?

The bundles feature a selection of Lidl’s popular high-protein items, including IronMaxx 100% Whey Protein, Snacktastic High Protein Pop Chips, Belbake Protein Pancake Mix, Crownfield High Protein Flapjacks, and Maribel High Protein Peanut Butter. Additionally, customers will receive limited-edition Lidl-branded merchandise, such as a microfibre towel and a resistance band set retailgazette.co.uk).

Joanna Gomer, Marketing Director at Lidl GB, highlighted the popularity of their high-protein range, noting that over 150 high-protein products are sold in their stores every minute. She stated, “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” (thegrocer.co.uk).

Conclusion

This initiative reflects Lidl’s commitment to embracing innovative retail strategies and engaging with a younger, tech-savvy audience. By leveraging TikTok’s burgeoning e-commerce capabilities, Lidl is not only expanding its digital footprint but also supporting charitable causes, with all sales proceeds benefiting the NSPC (grocerygazette.co.uk).
While this venture is a limited-time pop-up, it signifies a significant shift in how supermarkets can utilise social media platforms to reach and engage customers directly. As the digital landscape continues to evolve, Lidl’s pioneering approach may set a precedent for other retailers exploring new avenues to connect with consumers.