Overview

• Starting mid-August, Lidl will introduce five Frosch product groups—including laundry detergents, glass cleaners and vinegar cleaners—in roughly half of its German outlets.
• All Frosch bottles for Lidl will consist of 100 percent post-consumer household plastic supplied by PreZero, the recycling arm of Schwarz-Gruppe.
• Economists such as Carsten Kortum view the partnership as a strategic pivot away from solely price-focused discounting toward alliances with environmentally conscious brands.
• The listing is part of Lidl’s broader push into the non-food segment, which has already included the opening of a store that operates without food products.
• A YouGov survey shows seven percent of German consumers buy cleaning supplies exclusively at discounters, highlighting significant growth potential for Frosch.