The first of six new store brands to come from the retailer has officially launched, backed by an online sleep quiz to help shoppers find the right products for their sleep styles.
Pilsners, lagers and sours from the discounter won awards from the 2021 New York International Beer Competition, and Lidl's Perlenbacher won German Pilsner Brewery of the Year.
The products for private brand development come from a joint venture between Russet House, a private brand leader in Canada, and Cardinal Foods in the U.S.