Lidl is selling lobsters for under £5 in a bid to attract Christmas shoppers looking for the finer things in life. Does cut-price culinary luxury really have appeal? Ivor Bennett investigates.
The prize catch of any festive feast Lobster is about as luxury as Christmas can get. But this year, shelling out won't be necessary. German discounter Lidl is selling the crustaceans for as little as £4.99 - getting its claws out for the annual Christmas price wars. Sales suggest they've found a good bait. 15,000 lobsters sold on the first day Nearly four times that the first week. But it seems Lidl's not just fishing for bargain hunters. The lobsters are sustainably sourced in Canada. This little blue label hinting at a pincer movement to poach customers shopping on a conscience. Toby Middleton from the Marine Stewardship Council. SOUNDBITE (English) TOBY MIDDLETON, NORTH-EAST ATLANTIC PROGRAMME DIRECTOR, MARINE STEWARDSHIP COUNCIL, SAYING: "It's about why would a shopper come back to any given retailer, why would they choose one retailer over an other when there's so much competition out there. I think MSC certification is a great way to show shoppers that you share those values and that you're giving them a choice that they can play an active role." Lidl certainly is full of surprises. But at just a few pence more than a Big Mac, is this one surprise too many? SOUNDBITE (English) UNIDENTIFIED MAN, SAYING: "Would I buy a lobster for five pounds? Probably not. It seems cheap." SOUNDBITE (English) UNIDENTIFIED MAN, SAYING: "The meat is always impeccable, the wine is good. So I'd try at least." SOUNDBITE (English) UNIDENTIFIED MAN, SAYING: "It does come to mind a little bit but I'm guessing they wouldn't sell it if it was that bad." Well the proof will be in the pudding...or in this case the main course At £4.99, though, one could certainly do a whole lot worse.