Lidl Introduces Its First Private-Label Meat Line: Butcher’s Specialty

As grocery prices continue to climb — especially in the meat aisle — shoppers are rethinking where and how they buy their proteins. In response to this demand, Lidl U.S. is launching its first private-label meat line: Butcher’s Specialty.

The German-founded grocery chain, which has gained a loyal following in the United States for its fan-favorite bakery items like the German pretzel and butter croissant, is expanding its footprint in the fresh meat category. With Butcher’s Specialty, Lidl aims to offer what it calls affordable, high-quality cuts, sourced mainly in the U.S. and free of additives.

A private-label line allows Lidl more control over sourcing, pricing, and packaging. “At Lidl U.S., affordability and quality are central to our Butcher’s Specialty line, which we understand is crucial for many of our shoppers,” says Tod Seiling, vice president of fresh buying. “We focus on offering high-quality meats at prices that won’t strain your budget. By working closely with suppliers, we secure the best cuts at competitive prices, ensuring our customers receive premium quality without the premium cost.”

The line includes a range of fresh options, such as USDA Choice beef ribeye steak ($16.87 per pound), T-bone steak ($10.99 per pound), beef chuck roast ($8.19 per pound), and beef stew meat ($7.99 per pound). Other offerings include ground lamb ($6.99 per pound), whole chicken ($1.49 per pound), chicken leg quarters ($1.29 per pound), and seasoned skirt steak ($9.99 per pound). A second ribeye steak option is also listed at $9.79 per pound, which may vary by packaging or cut.

According to Lidl, more than 85% of Butcher’s Specialty products are sourced in the U.S. “All Butcher’s Specialty USDA Choice beef, pork, and chicken are from the U.S. And grass-fed and organic beef are sourced from multiple countries, including the U.S.,” says Seiling. “We worked with multiple suppliers until we got the right cuts and the right quality at the right price.”

The line features USDA Choice beef —a quality grade given by the U.S. Department of Agriculture that signals moderate marbling and tenderness, commonly used in restaurants and retailers. (It is the second-best beef grade, below Prime and above Select grades.) Additional offerings include organic beef, grass-fed beef, antibiotic-free chicken, all-natural pork, lamb, and veal.

To better understand what customers want from a meat department, Lidl worked with its supplier partners and analyzed competitor data. “We collaborated with our supplier partners to look at trending products,” Seiling said. “We also looked at competitor data to see what consumers in our regions wanted from their meat departments.”