Launched with its Nov. 16 ads, Lidl U.S. is backing off the frequency of its fresh food promotions.

The Arlington, Va.-based arm of the German discounter launched this summer with a strategy to promote deep discounts twice-per-week, called “Fresh 5.”

The company announced on its Nov. 16 ad it was changing to “Fresh Deals” instead. The new promotions feature six “or more” items on sale from Thursday to Wednesday, according to the ads.

Lidl uses the rotating twice-per-week promotions in its European markets to encourage trip frequency, the company said when it launched this summer.


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