Lidl Introduces High-Quality, Low-Priced Private-Label Meat Brand, Butcher’s Specialty

Lidl has introduced its very first private-label meat brand, Butcher’s Specialty, promising customers a select choice of curated products and lower prices.

The retailer introduced the new line of hand-cut meat in May 2025, according to a press release. The selection includes USDA Choice beef, organic beef, grass-fed beef, antibiotic-free chicken, all-natural pork, lamb, and veal. The change to the retailer’s meat department was reportedly inspired by shopper preference, regional favorites, and popular recipes. Lidl stores do not have in-house butchers and instead sell fresh-packaged meat.

The line includes a wide range of affordable cuts, such as ribeye steak, T-bone, ground lamb, whole chicken, and pre-seasoned, ready-to-grill items. Per Food & Wine, Lidl’s new line includes USDA Choice beef ribeye steak ($16.87 per pound), T-bone steak ($10.99 per pound), beef chuck roast ($8.19 per pound), and beef stew meat ($7.99 per pound). There is also ground lamb ($6.99 per pound), whole chicken ($1.49 per pound), chicken leg quarters ($1.29 per pound), and seasoned skirt steak ($9.99 per pound). However, check your local retailer for prices in your area.

The German-founded grocery chain has a goal of making premium cuts of meat more affordable for its customers. Grocery Dive spoke to Tod Seiling, vice president of fresh buying at Lidl U.S., who said, “One of the largest projects when I came aboard was to recreate the fresh meat program. And from the beginning, we wanted to [establish] an emotional connection through our own brand,” he said.

“Butcher’s Specialty is more than just a name — it’s a promise,” Seiling added in the press release. “We heard our customers’ need for high-quality, low-priced meat options, and we’ve delivered that with our curated collection. Butcher’s Specialty prioritizes freshness and superior cuts, all without shortcuts or additives.”

Lidl Has Operated in the U.S. Since 2017

Lidl opened its first United States store in 2017. It currently has more than 180 stores spread across the East Coast.

The retailer is renowned across Europe for its mix of low prices and high-quality goods. However, it initially had difficulty finding its footing in the United States against lower-cost grocery giants such as Walmart and ALDI.

During a fall 2024 panel discussion, Lidl U.S. Chief Customer Officer Frank Kerr said company research found that only 58% of people knew the brand was a grocery store. He explained, “The customer experience and the customer journey is not just how they engage with you with their phone in their hand or when their feet are in your store. It’s also how your brand makes them feel and what reminds them of your brand, and that’s what we’ve really tried to try to get at. We want to be more of an emotional, connected brand.”

Subsequently, to reintroduce itself to customers, in October 2024, Lidl reintroduced its brand with a new campaign labeling it as “the super-est market.” Modern Retail quoted analyst Simon Johnstone, who said that in order to gain a foothold in the United States, the brand needs “to build up trust in the brand and in the products, but that takes time.”

“It’s very similar almost to what you could do at a Trader Joe’s, as well — that kind of treasure hunt, in terms of food and experience and discovery,” Johnstone added. “The other part of them being successful is they want to be trusted, but they also want to be sort of a recommended retailer, something that’s talked about.”

Lidl continues to strengthen its presence in the United States with a growing network of stores focused on high-quality products at low prices. With ongoing investments in new store openings, supply chain infrastructure, and product innovation, Lidl is positioning itself as a competitive force in the American grocery landscape.