The publication of this article was supported by Lidl.
Lidl’s own-brand dairy product exports are constantly increasing: according to the supermarket chain, Hungarian milk and dairy products are also popular in foreign markets and reach the shelves of several foreign stores. In the 2022 financial year, with the cooperation of the supermarket chain, Hungarian suppliers delivered nearly 40 types of milk and milk products to more than 20 countries worth nearly HUF 16 billion.
The largest customer market for Lidl dairy products
- Romania,
- Bulgaria,
- Slovenia,
- Croatia
- and Serbia counts.
The market for “free” products is growing
The vast majority of Pilos brand dairy products in their permanent offer come from seven Hungarian suppliers. Milk and milk products represent one of the product categories of the discount chain that offers the widest range, and although the exact numbers are treated as a trade secret, the segment is one of the company’s leading product groups in terms of turnover.
The product line includes a wide selection of milk, butter, margarine, cottage cheese, kefir, sour cream, yogurts, cocoa drinks, milk and cottage cheese desserts, whipped cream, cooking and whipping cream, cheeses and cheese creams, and even lactose-free versions of many products. available, be it milk, sour cream, cottage cheese, cheese, butter, yogurt or even a cottage cheese dessert. THE Pilos Milk and milk products marketed under the brand name are also sought after during export, so they are mainly sold in the surrounding countries, so approx.
30 different products, including cheeses, yogurts, kefirs, cottage cheese, cottage cheese dessert, cocoa drink and milk can be found among the export goods.
“The popularity of milk and milk products is unbroken, and there is an increasing demand for products with added value (lactose-free, vegan, sugar-free, with added protein, etc.),” corporate communications manager Judit Tőzsér told Portfolio, adding , that customers can choose from nearly 20 lactose-free milk and milk products. He highlighted: the goal is to reduce the added salt and sugar content of private label products by an average of 20 percent by 2025.
How long a product introduction takes depends on the product group and product, but in the case of food products it can be implemented relatively quickly. In the case of milk and milk products, we can talk about an average period of 3-6 months, which elapses from the idea to being on the shelf.
Quality assurance starts with suppliers
Judit Tőssér also said that a high level of quality assurance is expected both on the international and domestic markets. “Due to the important role played by suppliers and manufacturers in quality assurance, we pay special attention to the selection of our partners. Delivery to Lidl requires the operation of a quality management system certified according to the IFS (Higher Level) standard, and we also accept the BRC or FSSC standards,” he added.
At the same time, they help suppliers with compliance and improvements.
Part of the quality assurance system is that the frequency of tests is determined based on a food safety risk assessment. In addition to the internal quality control processes, they also rely on independent expert testing laboratories when testing own-brand foods.
The inspection covers both the samples taken during the production process and the products on the shelves of the stores. During the tests, stricter requirements are often applied than the legal regulations. Sensory tests are regularly performed for all new own-brand products that are added to the permanent or temporary offer, and selected products are subjected to external, accredited tests.
We also learned that all products are traceable and clearly identifiable from stores to logistics centers to production. This enables the store chain’s specialists to take immediate quality assurance measures in the event of unforeseen events
The publication of this article was supported by Lidl.
Cover image: Shutterstock
