Lidl buys Kochzauber to take on Amazon Fresh

Lidl is aping the concept of Amazon Fresh in its home market, with the acquisition of grocery delivery start-up Kochzauber.

Kochzauber: the delivery start-up gives Lidl a toehold in e-commerce
Kochzauber: the delivery start-up gives Lidl a toehold in e-commerce

Berlin-based Kochzauber currently only operates in Germany under e-commerce company MyToys, offering a range of recipe boxes starting from €39 (£28) per carton.

The concept is similar to HelloFresh, another German startup which operates in the UK and has been valued at €2.6bn ahead of an expected stock market float.

Lidl confirmed the acquisition, first reported by German publication Gruenderszene, but hasn’t revealed a price tag.

A spokesperson told Marketing: "Ordering recipe boxes for home delivery has become a growing market in Germany.

"It responds to consumer demand for cooking delicious meals using market fresh ingredients, but without the need to go shopping. Kochzauber already has a strong offering with great potential for development within this growing market."

Lidl currently doesn’t offer a home delivery service, and the acquisition of Kochzauber may offer the discounter a foothold in e-commerce.