GERMANY: Lidl buys Kochzauber to take on Amazon Fresh | Progresiv
Lidl is aping the concept of Amazon Fresh in its home market, with the acquisition of grocery delivery start-up Kochzauber. Berlin-based Kochzauber currently only operates in Germany under e-commerce company MyToys, offering a range of recipe boxes starting from 39 euros per carton. 
The concept is similar to HelloFresh, another German startup which operates in the UK and has been valued at 2.6 billion euros 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. (www.marketingmagazine.co.uk)
