Lidl has become the top in-store bakery retailer in the UK, overtaking Tesco in the first quarter of 2024. The budget supermarket’s success is largely attributed to its All Butter Croissant, which sells an average of 122 units per minute. Other popular items include the Demi Baguette, Jam Filled Doughnut, and Chocolate Hazelnut Croissant. Lidl’s ‘Special Guest’ range of limited-edition bakes has also contributed to its dominance in the market. The supermarket’s share of the in-store bakery market rose to 18.2% in the 12 weeks ending March 17, 2024, while Tesco’s share stood at 18 percent for the same period.