Lidl US Introduces Private Label Meat Line
Lidl US has launched a new fresh meat private label and plans to expand into processed meats later this year.
Fresh Meat Brand Debuts
Lidl US has launched its first private label line of fresh meat, named Butcher’s Specialty, the company announced Monday. The line includes USDA Choice, organic, and grass-fed beef, antibiotic-free chicken, and all-natural pork, lamb, and veal.
Processed Meat Line Planned
A private label for processed meats such as bacon and hot dogs is scheduled to launch later in 2025, according to Tod Seiling, Vice President of Fresh Buying.
Product and Assortment Changes
As part of the rollout, Lidl US added around 20 new items to its fresh meat offerings and removed products that were not performing well. The exact number of available items may vary by season.
Brand Development
The company began testing the Butcher’s Specialty brand with shoppers in 2024 and gradually introduced products under the label. Lidl stores now carry the brand on about 60% of their fresh meat SKUs.
Packaged Format
Lidl does not use in-store butchers. All fresh meat is sold in pre-packaged, case-ready formats.
Marketing and Support
Lidl is providing recipes on its website to promote the new line and support at-home meal preparation.
Expansion Context
The meat department overhaul is part of a broader brand update for Lidl US, which operates over 180 stores across nine East Coast states. The company plans to open a new store in Brooklyn, New York, on May 23.
Source: https://www.grocerydive.com/news/lidl-us-private-label-meat-butchers-specialty-grocery/747832/