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Company: Lidl Stiftung & Co KG

Brand value: US$8,523 million

Change since 2018: 4%

Headquarter city: Neckarsulm

Category: Retail

Year formed: 1973

Lidl is one of the pioneers of discount grocery and has taken this model - of high-quality goods at the lowest possible prices - to the world. Today, Lidl operates over 10,000 stores in 29 countries. It offers a greater range of branded products than its main competitor, Aldi, and the assortment includes food and non-food items, with a mix of products available in Lidl stores globally alongside those sourced in the home market of each store. In Germany, Lidl has been expanding its organic food range, and now offers in stores its Lidl cook boxes – meal kits with recipes and the required ingredients. Lidl’s brand promise is “Lidl lohnt sich” (Lidl pays off), and the brand is one of Germany's largest advertisers. Its “Vielfalt” campaign focused on the breadth of the range, especially in organic goods. The brand sponsors the TV contest Germany’s Next Top Model.