59p croissants: Lidl cuts prices on in-store bakery items

Lidl has cut the price of 11 in-store bakery items, including rolls, croissants, and more, as it looks to lure more customers to its bakery counters.

The discounter, which was named Bakery Retailer of the Year at the 2023 Baking Industry Awards, has reduced prices of some of its bestselling bakery lines for a limited period by around 10% as it looks to ‘deliver on value with fan favourites’. This means a White Crusty Roll now costs 29p instead of 32p and an All Butter Croissant costs 59p instead of 65p (see the full list of products and prices below).

Lidl has been making a major play for bakery in recent years – a move which is paying off in terms of market share as well as online. For example, in March 2025, Google searches for ‘Lidl bakery’ increased by 31% versus the previous month.

Its in-store bakeries are operated via bake-off and thaw-and-serve models, depending on the product. The core Lidl range consists of 40 lines with a typical store ranging around 35 to 37 of these, based on regional preferences. Core lines include the Ultimate Chocolate Brownie, All Butter Croissant, Pastel del Nata, Belgian Bun, and Pink Iced Ring Doughnut.

To add excitement and drive impulse purchases, the retailer introduced Special Guests to its line-up with two new products added every fortnight and staying on shelves for four weeks.

£500m investment

The price cuts come as Lidl unveils plans to invest £500m in its expansion as it moves forward with plans to open more than 40 new stores across the country this financial year. As part of this, the retailer has published its 2025 site requirements brochure, outlining hundreds of potential locations for new stores – including high streets, retail parks, and mixed-use town centre sites.

The updated list features locations across England, Scotland, and Wales – from Newton Mearns to Dawlish, and Builth Wells to Aylsham as well as the London Borough of Barnet.

“This level of investment is a clear sign of our ambition,” said Richard Taylor, chief real estate officer at Lidl GB. “Our latest site requirements brochure reinforces the scale of our ambition for the future. New Lidl stores mean new jobs, new opportunities for British suppliers, and continued investment into local economies. We’re proud to be one of the fastest-growing supermarkets in the country, and with this investment, we’re taking another big step in our journey.

This year will also see completion of the expansion of Lidl’s Belvedere Regional Distribution Centre, which has more than doubled in size. To support its growing estate, the discounter is also set to start construction on a brand-new distribution centre in Leeds later in the year.