##24/ VALENCIA: COULD YOU TELL US MORE ABOUT YOUR NEW CHEESES IN VALENCIA?

LIDL: After sweeping away its own brand of Spanish cheeses awarded at the World Cheese Awards 2018 and 2019 and the International Cheese Awards 2019. Lidl launches “La Quesería de Lidl”: a new selection of Spanish and international gourmet cheeses under 2.50 euros…

An exclusive selection in tasting format of 10 Spanish cheeses – some with DO and awarded in the World Cheese Awards and International Cheese Awards 2019 – and ten international cheeses of the highest quality with prices between 0.99 and 2.39 euros. In addition, seven varieties of this new proposal are totally innovative in the sector: in Spain they are not under any other distribution brand.

With this initiative, Lidl wants to position itself as the first choice for cheese lovers and respond to growing consumer demand. According to recent data from the consultancy firm Kantar Worlpanel, the cheese category in Spain grew in value by 19.4% in the period from January to July 2020. Lidl is currently the second largest retailer in this category in terms of market share (7.7%).

This new section joins the company’s already consolidated chilled convenience offer, made up of its Bio, veggie, value-added dairy and ready-to-eat ranges. One of the most developed sections by Lidl in recent years and which has been key to its success in recent months. Lidl’s Cheese Factory began to be implemented in some Lidl Spain stores last May -in full confinement- and since then it has boosted sales of these cheeses by 50%.

Lidl presented today “La Quesería de Lidl”, an initiative that responds to the company’s commitment to democratize gourmet gastronomy, to bet on products of Spanish origin and to position itself as the first choice for the cheese-loving consumer and the growing demand for this dairy category.

Lidl’s new gourmet cheese section offers an exclusive selection in tasting format of 20 cheeses of its own brand: 10 Spanish cheeses – some with DO and awarded at the World Cheese Awards and International Cheese Awards 2019 – and 10 international cheeses of the highest quality. A very careful selection, designed to offer an authentic gastronomic experience at the best price, between 0.99 and 2.39 euros for 100 gram wedges. It is worth noting that seven of the varieties are totally innovative in the sector: in Spain they are not found under any other distribution brand.

Currently the company is already the second retailer in market share in this category (7.7%), as well as in penetration and generation of greater number of acts of purchase of cheese. Now, the company seeks to strengthen its position in this category and become the first purchase option for cheese and tasting consumption lovers.

“Our maxim is to always offer the highest quality at a price within the reach of all our consumers. And this is one more sample that it is possible to do it. This initiative is very important for Lidl. Our aim is to continue developing this category, to continue to invest in Spanish products and to become the first choice for Spaniards to buy value-added dairy products,” explains Jaume Rivera, FMCG purchasing manager for Lidl Spain.

In addition, “La Quesería de Lidl” offers a selection of national and international cheeses that are totally innovative in the sector, since in Spain they are not found under any other distribution brand: Mediterranean Herb Cheese, Whiskey with Nuts and Goat Gouda Cheese, of Dutch origin; Tyrolean Adler Cheese, of Austrian origin and Sheep’s Cheese with Black Garlic, Cava Matured Three Milk Cheese and Pedro Ximénez Three Milk Cheese, of Spanish origin.

For the presentation of the new gourmet cheese section, Lidl had the participation of the cheese expert Abel Valverde, National Gastronomy Award with an honorable mention as best room manager and responsible for the selection of cheeses from the Sant Celoni Restaurant in Madrid (two Michelin stars), currently considered one of the best in Spain. “It is great news that cheeses are increasing their presence in the Spanish shopping basket, and that Lidl is making available such an extraordinary selection of references. Its value for money is unbeatable, and now products that a priori could only be found in specialized stores are totally accessible. Furthermore, I am very proud to see such a presence of Spanish cheeses. In our country we have really sensational cheeses, which have nothing to envy to the great references from other countries”, assured Abel Valverde.

All in all, “La Quesería de Lidl” offers a varied range of products that exemplifies its eagerness to offer the best products of Spanish origin and an international cuisine that is unique and different, all at a really competitive price. In addition, the company works with the Denominations of Origin Idiazábal and Manchego, trying to also emphasize the need to raise awareness that not all cheeses produced in Spain have DO, and that it is important to know how to recognize them in order to enjoy them.

Lidl’s commitment to the Spanish product
Lidl is a strong advocate of the Spanish product. The company stands out for being the supermarket chain with the highest volume of purchases from small suppliers and for having a large number of regional references. In total, Lidl’s Spanish purchasing volume amounts to more than 4.6 billion euros.

In Spain, the national products that fill Lidl’s shelves already account for more than 70% of the total supply. Today, the company works with more than 750 Spanish suppliers whom Lidl supports unconditionally by acting as an international platform: 55% of the volume purchased from domestic suppliers is exported to other European markets where the company operates.

Sustainability is Lidl’s business
As a responsible company, Lidl not only cares about what it does but also how it does it. That is why sustainability is the core of its business model, a value that differentiates it from other operators and is integrated into all its activities. Sustainability from the point of view of people, with a commitment to the development and well-being of its employees; sustainability in products, with a commitment to Spanish products, healthy eating and responsible production; environmental sustainability, minimizing the ecological impact of its activity; and sustainability in business, with ongoing investment that, accompanied by the application of its model, guarantees the continued development of Lidl’s business in Spain.

About Lidl
Lidl Supermercados is a distribution chain positioned halfway between the hard discount and the traditional supermarket. The company entered the Spanish market in 1994 and since then has not stopped growing. It currently has a structure of more than 600 stores, 10 logistics platforms and a team of more than 16,000 professionals. Lidl Supermercados is the Spanish subsidiary of the German company Lidl Stiftung, which, together with the Kaufland chain of hypermarkets, makes up the Schwarz Group. Currently, the Schwarz Group occupies the 4th place worldwide in the ranking of food distribution and is present in 32 countries of the world with a network of more than 10,800 establishments.

More information: www.lidl.es

Interview by 24/7 Valencia team