The Finnish supermarket chain Lidl is continuing its discount campaign on frozen pizzas, reducing the prices of its own branded products by an average of six percent, with some discounts exceeding ten percent. While this initiative aims to make frozen pizzas more accessible, the company also advises consumers to moderate their consumption due to the high salt and fat content typically found in these products. Lidl's purchasing manager, Petteri Nysten, emphasizes that frozen pizza should be seen more as a treat for weekends and holiday periods rather than a staple of everyday meals.

In recent months, supermarket chains in Finland have been engaging in fierce competition to lower product prices, which has led to significant discounts not just on frozen pizzas but also on fruits, vegetables, and salmon. Lidl began the year by reducing prices across these categories, promoting a healthier diet with increased consumption of fruits and vegetables as part of its strategy. Their push for discounts reflects a broader trend in the Finnish retail market, where companies are vying for customer attention and sales during challenging economic times.

Competitors such as S-Group and Kesko are also part of this price-cutting race, with S-Group launching coffee promotions aimed at attracting more customers. This competitive pricing landscape signifies how essential it is for retailers to address consumer demands while also encouraging healthier eating habits among the public. Each company’s approach not only seeks to boost sales but also reflects an ongoing dialogue about food choices in Finnish society, and how best to balance taste, convenience, and health considerations.