Competition in Action - Reindeer meat

With just 41 days to go till Christmas I am sure our thoughts are turning towards presents, mince pies, christmas trees and reindeer. However, I am sure that we have not been thinking about eating reindeer meat.
Discount supermarket chain Lidl have taken the decision this year to sell reindeer meat.

The frozen steaks which will cost £5.99 for 350g were launched under their Deluxe label.
In addition to reindeer meat Lidl have started to sell pheasant, venison and springbok.
Lidl found the recession a great growth period as consumers flocked to discount supermarkets like themselves. Now as we have exited the recession they need to look to more premium products to continue its growth.

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