Lidl’s TikTok Shop launch range sold out in minutes, setting a new benchmark for UK supermarkets.

The UK grocery retailer went live on TikTok Shop yesterday (20 February) at 10 am, with 3,000 protein products, only to sell out within 18 minutes, according to the Grocer.

The discounter said its £5 bundles were made from high-protein products which would have cost more than £30 to buy individually in-store.

Among other brands, the bundles included Belbake Protein Pancake Mix, Crownfield High Protein Flapjacks, IronMaxx Whey Protein Powder, Snacktastic High Protein Pop Chips.

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The launch of the e-commerce social media site also allowed Lidl to distribute non-food merchandise, with each bundle including a Lidl-branded microfibre towel and a resistance band set. Alongside this, the supermarket added Lidl plus member discount vouchers with every purchase.

Lidl first announced its decision to start selling through the app earlier this week, with marketing director Joanna Gomer saying the supermarket was determined to tap into the platform’s potential.

Gomer added: “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, creating these exclusive bundles to showcase our new exciting products.”