Lidl has become the first supermarket to sell directly through TikTok Shop, launching an exclusive offer that sold out in minutes. The retailer debuted on TikTok Shop on February 20 at 10 a.m., offering a limited drop of 3,000 high-protein bundles at a discounted price. Originally worth £30, the bundles were sold for just £5, leading to a quick sellout in just 18 minutes, according to The Grocer.

What was in Lidl’s TikTok Shop bundle?

Lidl’s TikTok Shop bundle contained protein-rich products, including Belbake Protein Pancake Mix, Crownfield High Protein Flapjacks, IronMaxx Whey Protein Powder, and Snacktastic High Protein Pop Chips. Lidl also included branded products such as a microfibre towel and a resistance band set, along with discount vouchers for Lidl Plus members.

Lidl sees TikTok as a key sales platform

TikTok has become a major e-commerce channel, especially among younger audiences, and Lidl is utilizing it to drive product sales. The launch was described as a “supermarket first for GB” by Lidl. 

Lidl GB’s Marketing Director, Joanna Gomer, said the retailer’s focus on TikTok is due to its growing shopping audience, “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.”

The retailer had previously announced its plan to sell on TikTok Shop earlier this week. Lidl’s decision to sell through TikTok Shop reflects the platform’s increasing role in online shopping. The retailer said it is “always on the lookout for fresh ways to engage with customers” and used the opportunity to showcase its high-protein range.

Gomer also highlighted the strong demand for high-protein products among customers, “Our high-protein range is a firm fan favourite, with more than 150 high-protein products sold in our stores every minute.”

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