Lidl launches Swedish brand magazine

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Lidl Sweden takes a new grip to strengthen its brand by releasing their own food magazine today.
KÄK, meaning grub, will follow Lidl’s season campaigns to lift its Swedish labels.

Lidl has a number of Swedish labels. The premiere issue includes a report with tv-farmer Peo Johnsson who is a meat supplier to the chain under the brand Svea Lantkött.
“Many people still have prejudices about Lidl, like as we would only have German meat. So when we thematise around the grilling we lift, not least, our own Swedish brand and tell about the farms that supply to us, “says Katarina Rosenqvist, sustainability manager.

Distribution goes through all 169 Swedish stores four times a year. The edition will be just over 80,000 copies.