Lidl Is Bringing Back their $20 Private Brand Dutch Oven

Saturday, October 12, German discount grocer Lidl began a two-day sale in the U.S. of a private brand enameled oven-proof cast iron Dutch Oven for $19.99. The cookware is reminiscent of Le Creuset Dutch which retailer for $150 or more.

This year’s pot comes in a classic burnt orange Ombre color. Which according to Lidl is “Built to last, the beloved kitchen staple retains and distributes heat evenly, and can be used on ceramic, electric, gas, outdoor grill, and oven cooking environments. Ideal for a bubbling stew, hearty soup, and light soufflé…”

Last fall, Lidl offered this same promotion, and it was popular enough that, according to the retailer, one-pot sold every 30 seconds throughout the sale.

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). 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 newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.