Failure Case Study: Lidl's Deluxe Kangaroo Steak - Discount retailer forced to pull exotic yet controversial meat from shelves
Failure Case Study: Lidl's Deluxe Kangaroo Steak, is part of GlobalData's Successes and Failures research. It examines the details of and reasons behind the failure of Lidl's platform, the company's exotic yet controversial meat offering. It delivers the critical what?, why?, and so what? analysis to teach you crucial lessons that increase your chances of launching successful products.
Lidl, one of the UK's leading discounters, removed its Deluxe-branded kangaroo steak offering from shelves following animal welfare concerns. The rare meat offering provided adventurous consumers with a favorable nutritional profile, which aligns with growing health awareness. A general reduction in the consumption of meat threatens the success of meat offerings, while ethical campaigns can further challenge consumption. This failure has inadvertently identified two solutions: offering exotic breeds of mainstream meats, such as pork and beef, and investing in lab-grown meat ventures, all of which suppress ethical and sustainability anxieties.
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