Lidl Greece has introduced an initiative to absorb the Value Added Tax (VAT) on selected frozen vegetables and rice, reflecting its commitment to supporting Greek consumers during the economically challenging Lent season. The VAT, which amounts to 13%, will not be charged on these essential food items, highlighting a dedication to maintaining accessible prices for consumers at a time when financial pressures remain heightened.

The company emphasized that Lent is closely tied to Greek traditions and focuses on quality plant-based dietary choices. This campaign comes as part of Lidl's broader 360° communication strategy aimed at enhancing consumer access to essential food products, further solidifying its position in the competitive grocery market. The initiative is seen as a critical step in providing relief to households, especially during a season of increased dietary and cultural significance.

Lidl Greece's commitment to the Greek household is portrayed as steadfast, aiming to offer more than just typical discounts. By absorbing the VAT, Lidl seeks to provide substantial relief to families seeking to honor traditional dietary practices during Lent without incurring additional financial burdens. This move could potentially enhance customer loyalty and reinforce Lidl's reputation as a caring and customer-focused grocery provider.