We have to admit, sometimes we get jealous of Americans for the access they have to some pretty iconic shops. Bloomingdales. Saks. We’re even intrigued by Walmart, even if it does sell guns tucked amidst the toiletries and paddling pools. Then again, they don’t have many of our offerings. There’s no Asda. No Nando’s. But they have recently woken up to the joys of Lidl, and their reactions are reminding us how much we love the supermarket chain, which is famous for its good value and unexpected deals. Equestrian equipment at half price nestled next to the limited edition Christina Aguilera branded hairdryers? What's not to love?
Lidl first established a presence in the US in 2017, but for whatever reason it only seems to have gained public attention and acclaim in recent weeks, following a slow but steady expansion. This first came to our attention thanks to Aisling Bea, the comedian and star of This Way Up and Living With Yourself.
‘America has just gotten Lidl- for too long they've had to go to separate stores to buys fresh oranges, gilets, wine, foot baths, picnic baskets, boxes of CHAKOLAT bars, pyjamas, tents, mini hoovers, fresh bread, CRANCH KRIZPIEES, bee-keeping masks & unicycles. I wish them well.’
Indeed, the social media hysteria has been largely stirred by a wide-eyed TikTok, which seemed to treat Lidl as a new stateside messiah. The account owner cannot seem to believe the freshness of the pastries, the value of the offerings, and the randomness of the cheap items found in the middle aisle, aka The Lidl Middle.
Many UK and Europe-based commentators have found the video baffling and amusing. 'Imagine them in Tesco?' balks one. 'My European ass is screaming', adds another. But we’re into it. In troubled times, why not find a dose of daily joy in finding a pair of skis and a good value croissant in the same place?
Lidl, you’re doing amazing sweetie.