Food & Grocery
November 3, 2024
Lidl’s U.S. Rebrand Focuses on Fresh and Local
Lidl is doubling down on fresh produce and simplicity in its latest U.S. rebrand, led by CEO Joel Rampoldt. Known as “The Super-est Market,” Lidl aims to retain its European roots while catering to American tastes. The brand, with 170 stores, recently opened in the Bronx, and is honing its approach for Atlanta, NYC, and D.C. Lidl's plan involves compact, 25,000-square-foot stores with 4,000 SKUs. Rampoldt emphasizes that Lidl wants to be the first choice for fresh produce, not competing with bigger supermarkets on selection size. The goal? To build awareness among American shoppers.
