Lidl GB’s sales soar by over 10%, helped by price cuts and Deluxe range

Lidl said it had spent £315m on price cuts and promotions such as its ‘pick of the week’ product. Photograph: Alicia Canter/The Guardian

Lidl’s sales in Great Britain jumped 10% to more than £13bn this year, as shoppers sought out cheaper fresh meat, fruit and vegetables and snapped up its Deluxe range.

Pre-tax profit at the German-owned supermarket’s arm in Great Britain grew by 30% to £245.5m in the year ended in February, up from £156.8m in the previous year.