Jet washers, hedge trimmers, inflatable kayaks, hammocks, canoes, slushie machines, egg steamers, ski suits, life jackets, and mini golf sets. These and more have been found in Lidl supermarkets over the years.
The brand — alongside German rival Aldi — has become famous for its middle aisle, which in larger stores is always a vaguely mysterious and nonsensical collection of items.
Now croissant-scented perfume is the latest bizarre move by the budget retailer, a scent inspired by the French bakery classic.
Lidl’s new 15ml, croissant-shaped bottle was created by the British perfumer Sarah McCartney. Saltburn-born, she joined the cosmetics brand Lush when it had just four stores (it now has 700 worldwide) before going it alone and launching 4160 Tuesdays, a specialist cosmetics shop.
Her Eau de Croissant is a limited-edition creation that supposedly smells just like the buttery flavour of a traditional French breakfast. The aim is to transport wearers — and those around them — to the boulangerie, to a warm sheet pan golden with crescentic pastry.
Another silly stunt from a company with too much money? Absolutely. Getting your hands on a bottle will require entering a prize drawer (tedious) between December 4-18. It was announced in the US.
There’s also no way of testing to see whether the perfume even smells any good. Croissants do, but does such a fragrance translate?
We’re in Lidl socks territory here, a world of irony and men called Hugo wearing Birkenstocks to the gym. It’s silly, it’s frivolous, and it’s not even an original idea: Greggs launched its "Eau de Sausage” in 2024 as a means to market its products without requiring the services of an expensive agency.
Still, we suspect there are a few people who wouldn’t mind getting their hands on a croissant-shaped trophy in brown-tinted glass, this filled with 15ml of “rich, pastry-inspired scent”. Where’s Scrooge when you need him?
