Lidl Set To Debut Lidl’uns

lidl babyLidl 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’.



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Christopher Durham
Christopher Durham is the President of My Private Brand and the Co-founder of The Vertex Awards. He is a strategist, author, and consultant who has worked with Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro, Lowe’s, Food Lion, Hannaford and more building private brands. Durham has published five definitive books on private brands including his first book Fifty2: The My Private Brand Project. In 2017, he will debut his latest book Vanguard: Vintage Originals a look at innovation and disruption in private brand going back to the mid-1800’s. Durham lives in Charlotte, NC with his wife Laraine and two daughters Olivia and Sarah.