Lidl has announced that from now on it will sell almost exclusively regional sausage and meat products. Image: Jens Niering / Jens Niering
At the end of last year, Lidl announced lasting changes in the range. Now the discounter chain has followed its words with deeds: In a press release, a spokesman announced that that the grocer had “converted almost its entire range of sausages and fresh meat to ‘5xD'”.
In concrete terms, this means that all production steps – from rearing to processing – all take place in Germany. In this way, the discounter wants to meet the desire of its customers for a local offer.
“5xD”: Lidl relies on regional meat and sausage products
“With immediate effect, the grocer is offering sausages and fresh pork, beef and poultry in all of its 3,200 branches under its own brand ‘Metzgerfrisch’, which is born, reared, fattened, slaughtered and processed in Germany,” says a press release of the discounter.
Colloquially, this concept is referred to as the “5D Rule” or “5xD” – pronounced “Five times D”. The number five stands for the five manufacturing steps and the “D” for Germany.
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“We have been working intensively with our partners over the past few months to convert all parts of the supply chain for almost all fresh meat and sausage products under our own brand ‘Metzgerfrisch’ to German origin,” said Christtopf Graf, Managing Director of Purchasing at Lidl Germany. “As a result, we are the first German retailer to actually implement a nationwide ‘5xD’ offer”.
Around the same time as Lidl, Aldi also announced a switch to “5xD” last year. However, the competitor chain does not plan full implementation until the fourth quarter of the year. “Already today, around 85 percent of the fresh meat products sold at Aldi come from German or even regional origin,” wrote the discounter 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 statement last August that they wanted to switch “around 95 percent of the conventional fresh pork range to German origin” by summer 2022.
What does that mean for customers?
Supermarkets and discounters hope that the new regulation will support German agriculture and improve animal welfare. It remains unclear what effects the changeover will have on customers. There are some fears that the changed production conditions could result in price increases. “That means how much price increase this time?”, a customer commented on the innovation on Twitter. How the pricing looks like remains to be seen.
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