Lidl will begin to test a new baby private brand next month under the recently trademarked name Lidl’uns. The retailer will trial the new brand in four UK regions. Lidl’s current private brand baby range, Toujours, is limited to diapers and baby wipes but does not extend to food.
Lidl’s trademark application suggests that it is preparing to expand its private brand selection under Lidl’uns with baby food, toiletries, non-food items and more. The name ties directly into the current marketing campaign in the U.K. where it uses a play on words implying Lidl meaning ‘little’.