Discounters Lidl acquired from MyToys.de startup Kochzauber, specializing in the supply of foodstuffs.The acquisition will complement the existing online offering to Lidl in Germany, which includes a wide range of non-food products and packaged foods company distributed using the German post office. Current categories offered online by lidl.de, include wine, gifts, packaged food, baby items, products of the category health & beauty, household goods and pet.
The investment enables the chain to expand its presence in the field of electronic commerce, and to enter the market of delivery to the customer’s doorstep packed in a box set of fresh produce, accompanied by a prescription.
Kochzauber now only works in Germany. The concept is similar to that of HelloFresh – another German startup, which operates in the UK. Namely competition with the supplier, which is part of Rocket Internet SE (German Internet company based in Berlin that develops online startups and owns stakes in various Internet retailers), forcing startups to decide to terminate at the end of the year, before the acquisition of becoming known as a possibility.
Lidl’s representatives have confirmed the deal but did not disclose its value. According to their investment in response to the wishes of consumers who want to buy fresh produce without having to go to the store. Kochzauber offers a wide assortment with great potential for growth in the fast growing e-commerce sector, marked by Lidl.
According to analysts quoted by website marketingmagazine.co.uk, this acquisition is interesting because discounter enters the arena of online food trade. The experts are asking whether this trend will piled darker clouds on the horizon for Ocado, Amazon Fresh and Hello Fresh.
British online supermarket Ocado is already facing strong competition in the UK Amazon Fresh, which implies a basket of food products 20% cheaper than deliveries to the home of pioneer Ocado.