Lidl GB has stepped up its value proposition ahead of the Christmas trading period, with a £400m investment in its prices.

The latest investment follows a strong year for the discounter, which saw turnover rise 10.8 per cent to £13bn in the year to 28 February 2026. Operating profit increased 9.9 per cent to £345m.

The retailer has already invested £315m in price cuts and promotions over the past financial year, including its Pick of the Week initiative.

Lidl said its investment in lower prices had contributed to increased customer traffic, with 43 million additional visits recorded during the year. Product volumes also increased by 486 million, with growth across key categories including fresh meat, poultry, fruit and vegetables.

The discounter is also preparing for what it describes as its biggest Christmas yet, with its premium Deluxe range set to play a prominent role in the festive offer.

Deluxe sales increased 12 per cent over the past year as shoppers increasingly opted to trade up at home rather than spend on eating out. Lidl GB chief executive Ryan McDonnell said customers were looking to “trade up and treat themselves at home”.

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The retailer has already launched its Christmas proposition, spanning festive food, gifting and seasonal products, with further promotions available through its Lidl Plus loyalty app.

Lidl Plus has become an increasingly important part of its value strategy, with the number of users rising 23 per cent year on year. The retailer is also increasing investment in personalised coupons and rolling out its Lidl & Go mobile self-scanning service.

The latest price investment comes as Lidl continues to gain market share. It overtook Morrisons earlier this year to become Britain’s fifth-largest supermarket, with its share reaching 8.7 per cent in the 12 weeks to 6 September, according to Worldpanel data.

Lidl is simultaneously expanding its estate, with more than 50 new stores planned during the current financial year as part of a wider £600m investment in stores and infrastructure.

Lidl is shortlisted for Grocer of the Year at the newly elevated RG Retail Excellence Awards 2026. The award celebrates businesses that have delivered an outstanding performance within the grocery sector, while responding to the rapidly changing needs of today’s consumers. The ceremony will take place on 14 October 2026 at The Underglobe, the prestigious events venue situated beneath the iconic Shakespeare’s Globe on London’s Bankside.