Lidl has announced the launch of a new online shopping initiative, marking it as the first UK supermarket to sell products on TikTok Shop. Starting from Thursday, 20 February, shoppers will be able to purchase specially curated product bundles valued at £30 for only £5, while stocks last. The campaign aims to support the NSPCC, with all proceeds from the sales being directed to the charity.

The promotion features a selection of 3,000 product bundles that include various high-protein items. Among the offerings are IronMaxx 100% Whey Protein, Snacktastic High Protein Pop Chips, Belbake Protein Pancake Mix, Crownfield High Protein Flapjacks, and Maribel High Protein Peanut Butter. Joanna Gomer, the marketing director for Lidl GB, stated, “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.”

Lidl's decision to engage with TikTok reflects the increasing popularity of the platform for shopping, and Gomer expressed pride in paving the way for supermarkets on this social media front. "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,” she added.

In addition to the TikTok-exclusive bundles, Lidl is also offering loyalty scheme members Lidl Plus coupons, which provide a 25% discount on chilled high-protein items available in-store. Highlighted products in Lidl's high-protein range include Maribel High Protein Peanut Butter (350g) priced at £2.49, Belbake Protein Pancake Mix (150g) for £1.99, and Snacktastic Protein Pop Chips (45g) at £0.99. Further items in the product line include IronMaxx Whey Protein Powder (500g) for £9.99, IronMaxx Vegan Protein Powder (500g) also at £9.99, and several protein bars and snacks.

This innovative selling approach on TikTok comes as part of Lidl's effort to appeal to a digital-savvy customer base and cater to the growing demand for high-protein food options.