US Editione.leclerc, Lidl, aldi... the Battle of the Bread Baguette at Broken Prices Is Revived at the Distributors
4 Articles
4 Articles
Three years after the polemic on the 29-cent baguette, Michel-Édouard Leclerc was pleased this week to see his competitors follow suit by offering chopsticks for a few dozen cents of euros.
In 2022, a controversy broke out when Leclerc had proposed a 29-cent baguette, followed by Lidl, to the great dam of bakers, denouncing a destruction of value and a danger to the industry. Three years later, after a surge in prices linked to inflation and wheat prices, Lidl and Aldi resumed the initiative by announcing, for the coming year 2025, a return to the symbolic price of 29 cents. According to Thomas Braun, Lidl's purchasing director, th…
Not sure that the French bakers will appreciate the new promo offered at Lidl and Aldi. The two discount brands have in fact lowered the price of their bread baguette to only 29 cents in the last few days, says RMC Conso. The last time such a price had been practised was in 2022 at Leclerc. The French wheat industry had then insured itself against a practice deemed destructive for an entire sector. The two hard-discount brands have been offering…
At the end of August 2025, the classic baguette—the call product par excellence—comes back to the promotional menu of the major brands. Lidl and Aldi display a record price of €0.29, a strong sign in a strategy focused on purchasing power and the conquest of customers. A symbolic but strategic promotion Lidl and Aldi display €0.29 per baguette, a price last seen in 2022, during a general promotion at Leclerc. This operation, initiated on the occ…
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