Lidl Netherlands is ending bulk discount on food products, stating that every customer deserves a low price per product.

Offers such as “buy one get one free” give the impression of getting a bargain, but the supermarket said that this means the individual product has become expensive.

The company said the move aims to make pricing transparent.

Customer organisations such as foodwatch and Dutch thinktank Questionmark have called on the Dutch government to restrict bulk offers in supermarkets.

Lidl said it has been in contact with these organisations and is now taking proactive measures for its customers to demonstrate that a different pricing policy is achievable.

The company said it should be easy for customers to know the true price of a product and as a discounter it aims to keep prices as low as it can.

Peter de Roos, chief executive of Lidl Netherlands, said that free isn’t free and pointed out that the Netherlands has gone to extremes with its special offers.

“Offering a free second product and bulk discounts give the impression of a benefit, but in practice, you often end up disappointed,” he added. “The true price of a product should be central, so customers know exactly what they're getting.”

Gustaaf Haan, director of programmes at Questionmark, praised Lidl for taking action.

“We know from research that these kinds of promotions lead people to spend more than they intended and drive up the regular price of groceries,” he said. “It's no wonder these kinds of promotions are already banned in the United Kingdom.”

---