Dive Brief:

• Lidl has released its first U.S. ad circular ahead of the opening of its first ten stores tomorrow, according to a news release.
• Prices include $8.99 for Lidl’s Allinni Prosecco, which recently won the “Sparkline Wine of the Year” award at the INDY International Wine Competition, as well as 39-cent fresh croissants and 79-cent fair trade chocolate bars.
• For its first food theme week, the discounter will feature imported Italian products under its Italiamo line, including 99-cent packages of extra-long spaghetti.

Dive Insight:

As advertised, Lidl is entering the U.S. market with very low prices on an assortment of food items. This includes ten Greek yogurts for $5, olive oil for $4, and 48-ounce tubs of ice cream for $2. Customers who want to make a meal using its Italiamo line of imported sauces, pastas and cheeses can do so for under $10.

What’s also notable about Lidl’s ad circular is the breadth of nonfood products it’s selling. The discounter had previously touted its “Lidl Surprises” as a key strategy with plans to sell a rotating selection of everything from cookware to Heidi Klum couture. Now it's apparent the discounter will be offering a range of general merchandise akin to a mini-club store.

This is partly due to seasonality, with the discounter pushing a familiar assortment of grilling equipment, housewares and gardening tools. But Lidl goes further with items such as a $100 pressure washer, a $60 inflatable kayak, $7 decorative lanterns and a solar-powered cell phone charger for $15. Men’s dress shoes are in there, too, along with watches, wallets, whiskey stones and a suspension trainer.

These are not items one typically finds at a grocery store. But for a company set on challenging the status quo, that’s the whole point. While most supermarkets see nonfood items as slow-selling accompaniments to their food assortment, Lidl hopes to drive sales with its unique assortments and limited-time offers.

Also included in the release was Lidl’s seasonal magazine, which introduces customers to its retailing approach and outlines company values. There’s a graphic showing local farmers Lidl is partnering with along the east coast, along with a story about the two-year process of developing its meat supply. Since Lidl shoppers will be bagging their own food, there’s also a story on how to arrange items without cracking, smashing or squishing anything.