Lidl GB is to offer 3,000 high-protein product bundles on TikTok Shop, making it the first supermarket in the UK to use the fast-growing social media platform as a sales channel.
From 20 February, the discounter will start selling exclusive £5 bundles on TikTok Shop that are claimed to be worth £30, with all proceeds going to the children’s charity NSPCC.
The bundles feature a selection of high-protein products, including IronMaxx 100% Whey Protein, Snacktastic High Protein Pop Chips, Belbake Protein Pancake Mix, Crownfield High Protein Flapjacks, and Maribel High Protein Peanut Butter. Each bundle will also include limited-edition Lidl branded merchandise, such as a microfibre towel and a resistance band set.
Lidl pointed to research showing that more than a third of TikTok’s 1.69 billion users make purchases through the platform, 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 Joanna Gomer, Marketing Director at Lidl GB.
“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.”
NAM Implications:
- Fastest-growing.
- Business model for the current climate.
- Now first selling on social media with high-protein foods
- This has to be a sufficient reason for working with them.
