Lidl attacks the Migros. Discounter launches coffee capsules compatible with the orange giant’s Delizio system. To date, Lidl only had capsules in its range suitable for Nespresso or Dolce Gusto.
It is the second offensive on the Delizio system within a year. Already in mid-2019, Coop made the company’s own La Mocca capsules suitable for the fight with the competition. For this, the dealer scrapped the mocoffee capsules.
Lidl now goes the same way. Discounter designed the capsules from the Bellaroma brand in such a way that they can be used with the Delizio machines from Migros. Lidl sells the products cheaper. Massively cheaper too. The prize is a true declaration of war.
Capsule with measures from 15 centimes
The Lidl capsule is available in packs of 50 from just 18 cents. An introduction to 20 percent is added. In summary, a capsule costs less than 15 centimes. Only one-third of the price Migros charges for the original.
For the orange giant, the customer pays CHF 5.30 for a package of 12. It makes 44 cents per capsule. Nespresso products with George Clooney (59) as a figurehead play roughly in the same price range.
But Lidl is rushing in and wants price leadership. No expensive advertising media. Not a wide assortment. Instead, there is simple coffee for a little money. Only four flavors are offered. They cover the basic offer: ristretto, espresso, long coffee.
Lidl makes no secret of ambition. The system is entirely focused on torpedoing Migro’s sales. Each box has a thick note on the top left, unmistakable, written in German and French. The wording: “Delizio compliant”.
Even the design of the box is copied. The Delizio original comes in a box with a colored stripe along the top. The Lidl copy turns this upside down and gives the ribbon at the bottom.
Discounter is still naughty and shamelessly copies Master Migros. The packaging for Migros shows a coffee cup and a single capsule on the right. Elegantly staged. Lidl does exactly the same thing. Only: the capsule is to the left of Tassli. And: a drop of coffee falls into the brown pick-up.
One drop too much? VIEW asked Migros for an opinion. The request is open. That would not be the first argument between the two. Migros already released the clutch lawyers two years ago when Lidl dared to copy the iconic cult of the orange giant.