Forget Bridgerton and Baby Reindeer, Netflix’s latest hit is a surprise: it’s an old documentary about the Lidl supermarket.
Currently sitting at number three on the UK’s most-watched films list, having previously risen to number two, is 24 Hours In Lidl, a Channel 5 documentary that takes a look behind the scenes at the chain.
It’s an unlikely success story for Netflix and seems to have baffled both audiences and the show’s creators.
The 2023 documentary offers several insights as it guides viewers through a day at the supermarket, from revealing the best time to shop to the secrets behind Lidl’s famous “imitation game.”
But the entirely positive show angered some viewers, who complained it was nothing more than the “world’s longest supermarket advert”, while others branded it “fake”.
24 Hours In Lidl has become Netflix’s latest sleeper hit, but it appeared on Channel 5 last year
The 43-minute documentary peaked at number two on the streaming site this week.
The 43-minute ‘movie’ was recently sold to Netflix, but first appeared on Channel 5 last year.
Despite this, it has reached the top of the charts and is currently beating films starring the likes of Jodie Comer and Richard Linklater.
It is part of a series of commissions from Channel 5, which also includes reports on Costco, Tesco, Aldi, Waitrose, Costa and Greggs.
Ed Taylor, executive producer at Honeybee Media, said The Telegraph‘There are so many things changing in our lives: eight prime ministers, the loss of famous doctors, nothing seems fixed and more.
‘People are looking for anchor points that lead nowhere and are part of their lives.
“It’s very comforting to see bread being baked and delivered to the supermarket. It’s almost like a children’s story. It makes something familiar even more familiar.”
A description on Netflix’s UK site reads: “This behind-the-scenes documentary reveals Lidl, shedding light on how the store keeps costs down and revealing the secrets of the middle aisle.”
In the film, former assistant manager Roo Dhissou offers insight into what time of day to shop at the store to get the best produce (she initially says early in the morning, but later in the documentary says between 4 and 5 p.m.).
The programme takes viewers behind the scenes at one of the UK’s largest supermarkets.
It includes fascinating information, such as Lidl’s egg production, where 180,000 eggs pass through a machine every hour.
Roo Dhissou (pictured), former deputy director of Lidl, appears on the show to give advice on the best time to shop.
Other ideas include Lidl’s unique layout to maximise shopping potential, such as placing essential items near the back of the store (so you can pick up other items along the way) and putting the price above the item rather than below it.
It sheds light on the secrets of Lidl’s ‘copycat game’: the chain’s own-brand products use the same colours and fonts as famous labels, such as ‘Danpak’ butter, but at a lower price.
The documentary makers also travel to Oakland Farm, where 180,000 eggs are packed per hour by feeding them through a machine.
But those expecting in-depth analysis or a supermarket exposé may be disappointed.
The film is entirely positive about the supermarket and explains how customers have flocked in amid the cost of living crisis.
“The price is very affordable, but they don’t compromise on quality,” Roo says at one point.
Plus, Great British Bake Off star Bryony May William appears on the show to conduct a blind taste test of items on Blackpool Beach with members of the public.
People you know are asked to try an ice cream without knowing the brand and finally they are asked to choose their favorite.
Comedian Olaf Falafel, who appeared on the show, joked: “Move over, baby reindeer.”
Despite the film’s success, some viewers were not convinced by its message and called the show “fake.”
Not only was Lidl’s Bon Gelati ice cream the cheapest at 24p, it also received by far the most votes, while no-one chose Cornetto as their favourite.
Olaf Falafel, who appeared in the documentary, said: “Move over, Baby Reindeer!” as he climbed the charts.
Despite the film’s success, some viewers were not convinced by its message and branded the show “fake.”
They said: ’11:45 and I’m watching the world’s longest supermarket ad on Netflix…. (24 hours in Lidl) This has to be the worst generation to grow up in…’;
‘Hahaha. All the tills are manned waiting for the store to open! That never happens. You never see more than ten percent of the tills working at the same time. Never.’
‘I’m watching this Lidl documentary on Netflix. Did Lidl do it? This seems like a very long ad!’;
Supermarket giant Lidl saw its revenue rise to £9.3 billion in the year to February 2023, up 18.8 per cent on the previous year.
‘This Lidl documentary on Netflix is so fake, it’s 7:30am here and there’s someone sitting at every checkout waiting for the store to open, you’re lucky if there’s 1 checkout open at Lidl’;
‘Netflix needs a new managing editor. Can’t you think of anything better than 24 hours in Lidl?’
However, others saw their interest piqued by the show and enjoyed learning more about the supermarket, writing: ‘Been watching that documentary on @Netflix 24 Hours in Lidl, clever how they put all the essential products at the back of the store , I like that brilliant thinking as a sales strategy and the baskets with wheels since they don’t become heavy and make you run to the cash registers.’
Despite the challenges, Lidl saw its revenues rise to £9.3 billion in the year to February 2023, up 18.8 per cent on the previous year.
It has now revealed plans to open hundreds of new stores across the UK as shoppers have flocked to it amid the cost of living crisis.
