Lidl has announced that it will now sell almost exclusively regional cured meats and meat products. Image: Jens Niering / Jens Niering
Late last year, Lidl announced lasting changes in the range. Now the discount chain has followed his words with deeds: a spokesman said in a statement that the grocer had “converted nearly the entire range of sausages and fresh meat to ‘5xD'”.
In concrete terms, this means that all stages of production, from breeding to processing, all take place in Germany. In this way, the discounter wants to satisfy its customers’ desire for a local offer.
“5xD”: Lidl focuses on regional meats and cured meats
“With immediate effect, the grocer offers sausages and fresh pork, beef and poultry in all its 3,200 branches under its own brand ‘Metzgerfrisch’, born, raised, fattened, slaughtered and processed in Germany,” says a press release from the discount.
Colloquially, this concept is called the “5D Rule” or “5xD” – pronounced “Five times D”. The number five stands for the five production steps and the “D” for Germany.
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“Over the past few months we have been working intensively with our partners to convert all parts of the supply chain of almost all fresh meat and sausage products under our ‘Metzgerfrisch’ brand to German origin,” said Christtopf Graf. managing director of purchases at Lidl-Germany. “As a result, we are the first German retailer to actually implement a nationwide ‘5xD’ offering.”
Around the same time as Lidl, Aldi also announced a move to “5xD” last year. However, the chain of competitors does not expect full implementation until the fourth quarter of the year. “Already today, around 85% of the fresh meat products sold by Aldi come from German or even regional origins,” the discounter wrote in a press release in February. “Aldi would like to continuously increase this share due to the growing demand”.
Rewe and Penny also announced in a press release last August that they plan to transfer “approximately 95% of the range of conventional fresh pork to German origin” by summer 2022.
What does this mean for customers?
Supermarkets and discounters hope the new regulation will support German agriculture and improve animal welfare. It is unclear what effects the switch will have on customers. There are some fears that changed production conditions could lead to higher prices. “Does that mean by how much price increase this time?” Commented an innovation customer on Twitter. It remains to be seen what the price looks like.
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