The food discounter Lidl wants to significantly reduce its prices.

Regionally, individual items should be "up to 35 percent cheaper," writes the "Bild-Zeitung" in its Saturday edition. "With the biggest price reduction ever, we are providing noticeable relief to our customers and sending a clear message to the industry," said Friedrich Fuchs, CEO of Lidl in Germany. "We see it as our social responsibility and mission to offer the best possible value for money in the long term." Apparently it is not a promotional campaign.

Lidl invests primarily in price reductions and aims to provide long-term relief to customers and increase purchasing power among the population. In fact, the plan is likely also an attack on competitor Aldi, which some consumers consider even cheaper. Price comparisons repeatedly reveal that the differences are actually quite small.